Its not every day you get asked to design a logo for a TV show but I did and it happened. I was contacted by RAW TV, a multi award winning production company, about a new TV show they were working on called ‘The Leepu and Pitbull’ show which instantly struck a chord in my car loving petrol pumping heart. Not only was it for the American audience it was on the History channel alongside the other top shows they produce. Wow!
The brief was simple. They wanted a masculine, canine based automotive logo for the main workshop walls and signage that would be the main focus of the show. This would then be repeated across the clothing they wear in the workshop and even end up on the cars they customise. Leepu is a world-renowned Bangladeshi car designer who has built a reputation for creating supercars out of old scrap cars who has a special visa for people with extraordinary talent. Pitbull (Steve) is an Italian American car mechanic who has a garage business.
The logo is a nod to the traditional old american oil company logos prevalent in the 50’s to the 70’s. Looking at old Oil, Car and Motorcycle logos that had a distinct style that is still fashionable today. The bold colours and striking fonts heavily stylised to stand out on a mechanics wall. Old motor logos are everywhere these days. Printed on retro style t-shirts and even modern brands like ‘Superdry’ use the american gas style in their branding. It has had a revival and falls into the trap of modern trends today.
The last part of the job was to draw a custom illustration of the two animals together. Pitbull’s dog and Leepu’s Tiger. This was actually a harder than it sounds as drawing animals twisting around each other it turns out is not that easy. We worked with the excellent illustrator (Oli Jenkins) who came up with a beautiful line drawing which shows each beast in its most playful elegant way.