Emer Swift BMX logo project


I was contacted earlier this year about designing the graphics for a new BMX
frame, designed by Emer Bicycles. BMX was a big part of my life for the best
part of ten years, and I still follow the scene, so I was really pleased to help out.


EmerSwift1

Emer said they wanted a logo that conveyed speed and dynamic energy, as that's
what the bike is all about. It's a very light and fast cruiser with 24" wheels and
modern BMX geometry. The frame is available in either white or black, as below. 


EmerSwift4

We discussed ideas and it seemed like a strong idea to make the letters out
of the swooping flight path of a Swift with the inline treatment accentuating
movement as well. The lettering style developed is a very modern, cursive,
flourished script.


EmerSwift2WB

Emer wanted the logo to look strong and robust, like the frame, so it's got
a solidly constructed feel to it without looking clunky. The logo took shape quickly.
I always start with very loose pen and paper sketches as it's the quickest 
way to get ideas down. Early thumbnail below.


EmerSwift_Rough

Once roughs were approved I went about drawing the vector outlines.
I'm pleased with the results. Emer are too. So much so they've produced
a small run of tshirts, screen printed with the logo in a metallic
gold ink, which look excellent and are available here.