Designing a shorthand mark was the initial challenge for the branding concept. Often a wordmark is the first thing you think about. The shorthand is just that, a shortened identifier. But for whatever reason I immediately thought of a Winged C for Courser’s shorthand and I needed to get it out of my system before I could move on. I wanted it to be strong, modern, and fast. I wanted it to feel simple, but elevated. I was inspired by two brands in particular:
Cinelli - the Italian cycling brand considered one of the best in the world. It stands for Italian craftsmanship, innovation, and performance.
Criterion - the absolute standard in cinematic curation. It stands for excellence in cultural expression, storytelling, and taste.
Both of these brands had very strong, recognizable C’s, and both embodied the craft and consideration that I wanted for Courser.
