Tincup OverlandLogo Design Contest

we'd also like to see a monochromatic version - white on a black background, and black on a white background.

And finally, let's see a version that has the same grey tread, but the text is black.

Woah, it's amazing how different these all feel with just a few tweaks in color and font. This one is the clear favorite of these iterations.

We're playing with the idea that we'd like to be able to extend the tire tread out super wide in both direction (imagine printing it around a cup, for example, or an arm band). Can you show us what it would look like if the tire tread is extended wide in both directions?

Ok, so some surveying of the people we know has put this one back as a front runner. Can we see this logo with some different color and font options?

And can you mess with the alignment of the text so that "overland" is exactly as wide as "tincup" AND alternatively, "overland" is exactly as wide as the distance from the bottom edges of the T and P in "tincup"? I added in some markup that hopefully makes clear what I'm imagining.

We are coming back to the idea of a more simple logo. The tire track looks good but we wanted to try a logo with a Hi-Lift Jack. Please see the new files uploaded. One is a stock image of a jack, the other is a quick mockup of what a logo could look like. If you could build off this suggestion and make it look more well integrated we would be interested in that as an option.

I added another reference photo of a roof rack with some boards and a box, maybe it has some ideas to consider.

We like this version the best, but think it still needs some refinement. The other logos where the rack is the same color as the "Overland" text look a little cleaner. We are trying to figure out how much content/detail in the rack is good versus making it overly busy. We like the idea of boxes or accessories so are hoping we can build off this.

This is good! Maybe just a few more mm of breathing room between the text and the tread?

We want to build on the idea of the roof rack over top of the Tincup letters, but the tall open tent is not working for us. Let's try a version with a rack and basic assortment of gear. We have added two reference images showing typical overland trucks with this sort of rack and gear. You can also search Google images for Overland truck to see examples of this.

This is way cleaner! Yes!
Can you try a version where you pull the tread away from the text just a little so it's not overlapping? That might help to clean it up a bit more too.

Also, play with making "overland" as wide as "tincup"

Can we also try another variation on this theme? We're imagining a version where the tent isn't opened, and it's mostly just the roof rack with some gear and the headlights and snorkel sitting on top of the text as if the text itself is the truck.

You can use this as a sorta-reference image of what it could look like to have the gear/closed up tent/lights, etc. on the roof of a truck:
https://drive.google.com/file/d/14FP7uHa8Ah0vEnJfi2Z8F3TSrMY2XKcb/view?usp=sharing

Can we also try another variation on this theme? We're imagining a version where the tent isn't opened, and it's mostly just the roof rack with some gear and the headlights and snorkel sitting on top of the text as if the text itself is the truck.

You can use this as a sorta-reference image of what it could look like to have the gear/closed up tent/lights, etc. on the roof of a truck:
https://drive.google.com/file/d/14FP7uHa8Ah0vEnJfi2Z8F3TSrMY2XKcb/view?usp=sharing

This one definitely beats out 63 and 48. Can you do a version of this with the font from 67?

Try this again with only the part that I circled. We don't really need the truck part as much. The idea is to focus on the accessories.

Also, you can probably size up the light just a tad.

Cool!
On our website and when printed on vinyl and stuff, the little speckles on the left and right are going to get really messy. We need the tread to be cleaner and cut of cleanly in order for it to work as a logo. But this is definitely a frontrunner for us.

Can you also play a bit with color play again? We like the "dirt" colored tread, but the color contrast is a bit lacking. Maybe play with the font color?

Ok, we just had a moment of inspiration, and have another idea that we want you to try. We're playing with the idea of focusing the logo more on the truck accessories rather than the truck... so could you try a version of this logo that has no flame, and all you see is the top 10% of the truck (roof, top of the windows, maybe the tip of the snorkel) and then you have a rooftop tent and light bar on it as well.

Here are reference photos that might help you with a rooftop tent:
https://www.mudstuck.co.nz/collections/roof-tents-awnings-1/products/alu-cab-gen3-expedition-roof-top-tent-4wd-alu009-1

And here's reference photos for what a light bar looks like:
https://www.quadratec.com/p/kc-hilites/gravity-pro6-led-light-bar-jeep-wrangler-jl-gladiator-jt-91336

This is the right tire tread. Yes!

We want to play with a few versions/iterations of this concept. Try these ideas:
- Color play: lose the flame again, and this time play with color in the text/tire tread. Maybe make the tread a brown or green or something, or try "overland" as a different color.
- Tread around/thru the text: Is there a way we can overlay the text with the tread again. We're thinking the WHOLE text though, not just "overland." You could try color play here too... make the tread a different color? play with opacity? put the tread just to the left or right of the text?

This is getting closer. Can we try a version where you lose the flame again, and stretch the truck all the way across the length of the logo/text?

Liking this. Still worried the details in the truck gets lost at small scale. Can you try scaling the truck up so it's front end lines up with the edge of the P and D?

Also, put "tincup" in black just so I can see it. I think the brown suddenly made it feel like a coffee brand for me for some reason.

Ok, comparing this to #27 now...
We like the weight/heft of the Tincup on this one, and I think we're developing a preference for the serif font.

What we like about 27 is the color play... the truck and "overland" being the same color makes it feel more coherent as a logo.

Let's stick with this logo as the starting point, but bring in the color play from #27.

Then, can you also see if you can make the truck feel a bit more rugged/boxy? This truck is almost too sleek/fast looking.

Here's a model that you could try to pull from: https://logotournament.com/attachment/145086.png

Finally, see if you can stretch/shrink "overland" to different widths... there's something about the alignment that needs a bit of finessing.

Let's add the flame back in, and try a more off-road tire tread. The serif font is definitely the winner over the other fonts you offered.

Can you also do a version where the tire tread isn't behind the text, but rather below? The way it reads now, it's a bit hard to understand when it's small. maybe separating the tread from the text will make it easier to parse

This one is cool. Let's add the flame back in though... we miss it now that it's gone.

Also, can you try a more off-road tire tread?
http://getdrawings.com/tire-track-vector-free#tire-track-vector-free-6.jpg

Like the simplicity of the line drawing, but there's something about the heaviness of the font and the lightness of the drawing that feels mis-matched? Can you play with evening out the relative weighting a bit? Try lighter font? Maybe some color play? Try thickening/darkening the vehicle?

Also very cool. Keeping on hand as a counterpoint to #26. Same comments here, but no point in iterating on both at the moment.

Very cool! We like the tire tracks. Definitely gives it more of a "vehicle service" vibe than before.

Cam you play around with this concept, but try different fonts? Also, let's see a version without the flame, just for kicks?

Like the font, like the flame on the I. Like the simplicity of the whole thing.

There needs to be more of a nod to the truck/auto concept. Maybe put this lettering onto an oversized off-road tire? Or figure out a way to integrate more car/truck/vehicle elements into the lettering itself?