Moddaeng Motor: A Superhero-Inspired Logo and Visual Identity

Unleashing the Power of Design

Moddaeng Motor, a prominent player in the motorcycle business in Thailand, offers a wide range of services including motorcycle dealerships, leasing, second-hand motorcycle distribution, transportation, maintenance, and after-service. With over 250 branches across the country, Moddaeng Motor needed a logo that would not only represent its diverse business segments but also increase brand recognition for customers to easily identify them in different regions.

The logo design for Moddaeng Motor consists of a combination of a symbol logo and a logotype. The symbol logo, represented by the initials "MD," retains the concept of a superhero while incorporating a modern and international touch. The logotype, which spells out "Moddaeng," draws inspiration from the characteristics of an ant's mandibles. The graphic elements of the logo are derived from the shape of a motorcycle chain, with a pattern resembling the flag of a chessboard, evoking the mood and tone of motor racing. The color scheme of red, black, and metallic adds a sense of professionalism and reliability to the design.

The realization of Moddaeng Motor's logo and visual identity involved a mix of media, resulting in a low relief logo made of stainless steel. The logo measures 1.5x1.5x0.25 meters and features die-cut details. The metallic red background, specifically Pantone 1795 C, adds a vibrant and eye-catching element to the design.

The logo and integral visual identity system of Moddaeng Motor are applied across various platforms, including visual displays in stores and events, signages, advertising materials, and merchandise items. This consistent application ensures a cohesive and recognizable brand image.

The project, which commenced in December 2015 and concluded in May 2016, was carried out in Thailand. Throughout the design process, extensive research was conducted on the concept of superheroes and their characteristics. Moddaeng Motor aimed to embody the qualities of trustworthiness, integrity, teamwork, loyalty, friendliness, and service, which are highly valued in Thai society. By aligning their brand image with that of a superhero, Moddaeng Motor sought to create a strong brand experience and foster a genuine connection with their customers.

Creating a logo that effectively represents a superhero while reflecting the company's culture and business was a creative challenge for the design team. However, through careful consideration and innovative design techniques, Moddaeng Motor's logo successfully captures the essence of a superhero, modernity, speediness, trustworthiness, professionalism, and reliability.

Moddaeng Motor's logo and visual identity have garnered recognition and acclaim. The design was awarded the Iron A' Design Award in 2018 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. Moddaeng Motor's logo stands as a testament to the integration of industry best practices and competent technical characteristics, contributing to a better world.