Valor Offroad

Brand Identity

May 17

Written By Adam vicarel

Valor Offroad Brand Identity and Logo Design

Developing the visual identity for an iconic offroad brand.

Client

Valor Offroad

Services

Visual Identity, Art Direction, Logo Design, Tone of Voice

Credits

Art Direction & Principle Designer: Adam Vicarel
Design support: Carly Salzman

The Opportunity

Valor Offroad creates cutting edge wheels and tires designed for mud and adventure. Going to market against legacy brands with decades of history, Valor needed a confident and timeless visual identity that resonated with their ideal consumer.

The Solution

We provided a branding solution that is iconic, simple, and can stand the test of time. This design aesthetic positions Valor as a masculine and established brand while allowing for versatility across applications like embossing and cast moulding.

Logo Inspiration and Exploration

Our initial exploration focused heavily on creating a mark that was masculine, American-inspired, simple, and iconic. Taking notes from brands in this category who have been around for decades, our exploration prioritized immediate recognizability and simplicity.

The Logotype

We created custom lettering for the logotype with sharp angles and angular cut outs. The "V" needed to be able to stand alone and represent the brand while being simple enough to replicate across any application: metal, plastic, or rubber. We were very intentional about creating something that felt timeless and masculine while also looking sleek and premium.

Art Direction

The target audience for Valor heavily values quality and American-made products. As avid adventurers, they need to know that everything they purchase will support their adventures into the American wilderness. Our solution is clean, direct and highlights quality by using language that caters directly to the interests of Valor's target audience.

Stationary System

The stationary system offers an opportunity for a bit of color to be introduced to the design system. Continuing to highlight the quality-manufactured products and the adventures they can support, the system is succinct and memorable.