WI DOT Motorcycle Safety Program Logo

Logo Refresh

Client: Wisconsin DOT

Agency: Affirm

The Wisconsin Department of Transportation (DOT) sought an updated version of their Motorcycle Safety Program logo as the program was nearing its 30th anniversary. I began this project with various sketches that quickly gained coherence around an evolutionary version of the prior mark. To promote clarity and swift recognition I simplified the shapes of rider, bike & Wisconsin silhouette. After narrowing down the sketch options, I reproduced & refined the design in Adobe Illustrator. I also refined the type to better fit a long name legibly in a small circle, as this logo is often used at sizes smaller than an inch square. One of the many places this mark now lives is on a sticker on the back of my own motorcycle helmet.