MACK Extreme Sports - Logo Therapy

The Stockroom

MACK is a fictional extreme sports brand created during one of the recent Logo Therapy sessions hosted by The Futur. During these livestreams a pair of logo designers hand pick a logo submitted by The Futurs followers and recreate the logo in their own way. For this episode I picked the logo of "Desert Surf" after some initial sketching I decided to rename the brand to Mack as it would allow for more design possibilities and also enable the fictional brand to potentially grow further in the future within being limited to just the water and desert sports. 

MACK, Macker (South African Surf Slang)
Max, huge wave. ‘The waves are macking, bru*.

In the 1920s, the United States attempted to ban the production and sale of alcohol, thereby banning alcohol consumption in the USA. Needless to say they failed miserably. Throughout the entire country secret bars appeared in no time. These bars were accessible through bookcases, floor hatches and hidden doors, only for those who knew of them. The so-called speakeasy bars.

Due to the spacial limitations of the Stockroom they decided to use this mysterious era as their main source of inspiration. They then managed to create a place like no other. The identity we designed for them had to reflect this vibe. 

Brand Identity


The Futur / Logo Therapy



When working on the new logo we decided to add a few simple applications, this always helps to show potential clients how a logo can be used. It helps to bring the logo to life!

Various applications of the subbrands, each with their own color.



Logo Design
Visual Identity
Brand Applications

Logo Design
Font & Colors
Menu Design

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