Razorback

Razorback, a fictional Australian brand, is a trusted producer of high end skiing equipment and accessories.

The brandmark depicts three mountains with a line linking them from peak to peak in the white space of the design to illustrate the Victorian ridgeline that gives the brand its name. This choice of name references the brand’s Australian heritage, as well as implying environmental consciousness through being named after a part of the local environment. The tagline of ‘Tried. Tested. Trusted.’ cements the brand as one that is researched, experienced and trustworthy. The design’s elements are featured as simply as possible yet in a way that is also distinctive, recognisable, and easily usable. It is universally inclusive through being easily communicable and not possessing any discriminative qualities. The design is both current and contemporary, and its simplicity frees it of limitation to its lifespan.

A common promotional method for ski brands is to hold “demo ski” events at the ski resorts where potential customers may come and try out a pair of skis for an hour. To make this possible, the brand has been applied to a gazebo for the demo event to be based at, and a car that can handle alpine conditions for the company to transport their demo skis and event equipment up to the ski resorts.