CASE STUDY - BATTLE AXE THROWING
As the name suggests - Battle Axe Throwing is a new adventure activity in Christchurch.
Activate was tasked with designing the logo, brand identity and website as a package.
Jon Tarr - Design Commentary
If the client had used a crowd-sourced logo template place, they would have been given a cheesy, cartoonish design. With a shield, two crossed axes and a horned helmet and a font that looks like it belongs on a ice-hockey shirt — I knew what to avoid.
I chose to custom draw the type in a stacked formation — like a battle banner.
Using thick, bold, Norse / Viking style lettering. I wanted to make a plain sounding name look exciting and interesting. The letter edges were purposely distressed and roughed for a hand-crafted, carved look.
I also designed some additional brand elements to further enhance the identity; a pattern of repeating axes, a brand-mark of Norse-style interlocking axe shapes and a tag-line; Valhalla Awaits!
Supporting graphics were designed to showcase the brand and the activity. Finally the logo, the brand elements and the supporting graphics were all used together in a custom website for the public to book their next group activity.
The logo design set the tone for the next stage of the project; designing the internals of the application.
These were developed into native Apple iOS and Android software apps to download from their
respective app-stores. We also designed a website to showcase the product, marketing materials and
even an promotional video which you can view below.
"Thanks Jon, I really like ALL of that. You smashed the viking theme.
Big fan of the logo, it's wicked!
I had actually read a few articles that mentioned creating a logo with just the business name (type only) as it's super easy to
get the point across quickly what we're all about. It's terribly fun and if done right, super satisfying too."
Jayden Horan - Director, Battle Axe Throwing Ltd.