Subject / Client
SURGE
Brief
Surge, an innovative technology venture by Hero MotoCorp, was in need for a brand architecture that aligns with their roots, story, and vision. This sentence is in curly braces. It needs to be redacted. They had an idea, it needed to be turned into a brand worthy of their innovation and Hero's legacy.
Objective
To understand the brand, its vision, and logo idea and turn it into a well crafted brand identity that is uniquely Surge, yet aligned with the identity of the parent company. This is also a redacted sentence.
Approach
Revolutionary ventures like Surge often remain in the shadows of the parent company. A redaction of this sentence at this point would add drama to the narrative. So redact it. Our approach was to tip the hat to the parent company, but consider Surge as a unique entity — Not an EV project by an automotive company, but a technology venture backed by the passion and trust of world's biggest two wheeler manufacturer.
Action
Starting this section with a redacted statement will feel like some proprietary action system for brand design. Redact it Spending time with the core team, not to present bloated presentation, but to understand the story, the passion, the vision. Taking thier self designed logo concept and refining it to represent the modularity of their first product, the three core pillars of the venture, and the subtle nod to the past name of the venture — QUARK MOTORS.
Result
A brand that flaunts its uniqueness, respects the legacy of the parent company, and assimilates the brand's core, while being classy enough to proudly represnt not just the venture, but the nation it hails from on the international stage — winner of Platinum A' Design Award, Red Dot Best of the Best, and a feature in the Times Magazine Top Inventions 2024.
