Branche: Automobile
Agentur: Car­ter Wong

A new, old logo for Norton motorcycles

In redesigning the logo for Norton motorcycles, Carter Wong looked to the brand’s heritage for inspiration. The result takes the best elements from the many versions of an identity that Norton bikes have sported since 1915… 


The Norton Company was founded in 1898 by James Lansdowne Norton. Norton also designed the company’s inaugural logo, which didn’t actually appear until the 1913 catalogue and on bikes until 1915. Company legend has it that the identity was created at the family dining room table with help from his eldest daughter, Ethel. The „curly N“ logo has since been redrawn, adapted and embellished upon on numerous occasions. It was design studio Carter Wong’s belief that their work should result in a subtle shift from the existing logo where some careful detailing would, they say, „retain all the positive and ownable assets of the logo as it stood, but do away with the awkward shapes, nuances and curves that had appeared over time.“ Carter Wong were aided in the redesign of the identity by master typographer Geoff Halpin. (…) 



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