Commercial Motor is a retail chain spe­cial­iz­ing in motor­cycles, scoot­ers and ATVs. The stores offer sales of vehicles, accessor­ies, ser­vice, tire repair shop, tire stor­age, etc. Many dif­fer­ent cus­tom­ers coex­ist in the same brand; from the adven­tur­ous Harley Davidson own­er of the func­tion focused farm­er to the ordin­ary motor­ist who need to switch tires.

Och Studio designed the visu­al iden­tity and a web­site for the com­pany. The logo con­sists of the ini­tials C and M, and the words Commercial Motor to clearly com­mu­nic­ate what the com­pany is selling. The sym­bol is express­ive with asym­met­ric col­or seg­ments bor­rowed from the motor­cycle cul­ture, yet sim­ple enough to not com­pete visu­ally with all the dif­fer­ent brands that will be sold at Commercial Motor.