![](https://jazzmillerdavis.com/wp-content/uploads/2020/04/machine-1-blue.jpg)
![](https://jazzmillerdavis.com/wp-content/uploads/2020/04/machine-1-2.jpg)
![](https://jazzmillerdavis.com/wp-content/uploads/2020/04/machine-1-3.jpg)
![](https://jazzmillerdavis.com/wp-content/uploads/2020/04/machine-1-4.jpg)
![](https://jazzmillerdavis.com/wp-content/uploads/2020/04/machine-1-5.jpg)
The Concept
We set about creating the building blocks of the brand, and settled on a design language based around the well established iconography of the triangle – a symbol universally recognised as indicating active, play, forward, motion. This began to evolve into a unique and clearly defined brand, anchored confidently by the ‘M’ logo, a simple and proprietary brand mark.
The logo doesn’t want to stay still, either — animation is deeply embedded in the brand. The logo readily transforms into a family of symbols appropriate for a range of activities — always moving, always dynamic.
The logo is paired with a series of bold brand colours, and a custom typographic treatment available in various lock-up layouts, to provide enough flexibility for any situation. The two symbols can be used in tandem, or apart, to serve as components of the overall brand, along with the brand proposition.
![](https://jazzmillerdavis.com/wp-content/uploads/2020/04/Machine-05-scaled.jpg)
Taking it online
To market the brand online, we also designed and developed the Machine Sportswear e-store and website, utilising a bespoke Shopify build. The language of the master brand is echoed throughout and provides a sense of consistency across the product range.