Dual Speed

Dual Speed
20 Years of Success!

BRIEF.

In 2019 Shell celebrated 20 years of partnership with Ducati Corse, the motorsport arm of the Ducati business.
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Shell and Ducati have a long and successful partnership, having success in World Superbikes an MotoGP Championships.
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The brief was to create a logo to celebrate the history of the partnership and the milestone 20 year anniversary to be used on web platforms, internally and on social.

SOLUTION.

A logo concept symbolising the partnership of two forces. This is demonstrated in two parallel stripes that run side by side, moving forwards and upwards together.
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The composition represents a journey through time together which is also reminiscent of a race track.

RESULT.

There were four routes designed and presented. The chosen design was the Duel Speed logo.
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A simple yet dynamic logo that celebrates the strong synergy between Shell & Ducati Corse personified in the number 20.

WHAT I DID. Logo Identity

Momentum in the composition shows the ups and downs through time ultimately rising together.

It was also important that the logo have clear black and white versions.

A lock up composition was created including the shell and Ducati logos to be used in merchandise.

For the logo design I wanted to capture a sense of momentum, direction and unity.
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I felt this would portray the qualities of the sport and the relationship between the two teams well.

CONCEPT DESIGN.

I originally developed a few concepts which I sketched on paper to test how the parallel shape and form would work as a number 20.
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I used my clear sketches to present to creative directors on the team to discuss possible developments and discuss which idea we thought worked best.

We eventually chose what I called the ‘Dual Speed logo’ because we thought it personified the concept well and looked the most dynamic aesthetically.

With a route chosen I then proceeded to artwork the logo on the computer for delivery.

In my career I have had the opportunity to work on projects for global clients such as Shell & Ducati, Britbox (BBC & ITV), Prosus, AMD Radeon & Speedway of Nations.

I have a track record of delivering quality work for high profile clients and am confident taking on more creative responsibility to deliver on future projects.

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