Identity Designed is a showcase of brand identity projects from around the world.

Bros & Bikers Cafe

Contributed by Marjorye of São Paulo-based Estúdio Quadrilátero.

Bros & Bikers Cafe identity design

The Bros & Bikers Cafe comes with an ideal of becoming a meeting place for motorcyclists and lovers of this adventurous lifestyle. The atmosphere created is welcoming, pleasant and organized, a perfect location for friends gathering. It’s worth pointing out that it was taken into account the presence of the female audience, a growing population in this environment.

Next to the cafe space a “bike-wash” was installed, as well as a gift shop with articles related to the style, and a repair shop specialising in Harley Davidson models. This created a service centre for bikers.

The identity

As the cafe is a casual place with the goal of serving as an entertainment venue where friends sharing the same interests and pleasures meet, Estúdio Quadrilátero felt obligated to create a playful and dynamic visual identity.

A differential was the creation of three logos, with the most appropriate one chosen depending on the media outlet, allowing the maintenance of the developed identity.

Bros & Bikers Cafe identity design

To ensure uniformity, some elements including the typography were common in the three logos. The black and white colours were chosen in order to preserve the main reference of the motorcycle universe and also add a classic air to the brand.

The vintage pieces are another feature, and the corresponding typographic language was well explored in other items of the visual identity. The black and white theme was maintained and three auxiliary fonts were adopted.

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

Bros & Bikers Cafe identity design

View more brand identity work on the Estúdio Quadrilátero website.

4 appreciated remarks about “Bros & Bikers Cafe”

  1. Postive:
    All looks great and lovely design-wise. I can see the black and white working in the same way that the Jack Daniel’s brand works with it’s audience (slight crossover, as well as largerly Rockers), at least here in the UK.

    Negatives:
    My first impression is that this isn’t appropriate – I wonder if it is too obvious for the audience. Do bikers want to sit surrounded by bikes and symbols directly associated with bike brands? Would a more subtle common connection between bikers act as a conduit in the identity? The fact that there are 3 different logos shows that an obstacle was experienced in regards to capturing the culture of the audience. I am up for that unusual approach and hints at fail for me, or at least need more explanation for it. It is good that the facilities are there (service centre etc) but again, that effort does not communicate for me in this brand.

  2. beat me to it, Lewis. This has a very “coffeehouse / sandwich shop” vibe to me. It all looks nice, but it really doesn’t seem to add up. I am particularly confused by the extrusion of the ampersand as a design element / secondary mark…I like the shape in which it is enclosed (very road sign-esque) but there’s nothing about it that serves as a proper extension of the main logo imo. Not to mention – the girl on the bike makes little sense IN the logo.

  3. My first impression is that the use of the geometric sans is entirely inappropriate (at least to me). I feel like the circular logo is also subpar at best.

    The duotone look is nice though, and I don’t have a problem with the ampersand as a secondary mark. However, overall I feel that the brand is lacking as far as cohesion goes. The idea of three logos for something so simple seems a bit excessive and rather indecisive.

  4. Looks nice overall. and definitely eye-catching.

    I’m not too keen on how the typefaces chosen pair up. Like the logos and their offset “shadow”, it just seems that the balance between rugged-&-hand-made and clean-cut is, almost, there.

What do you think?

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