Big Dog's Edgy Motorcycle Style Reflected in New Corporate Look by Gardner Design

WICHITA, Kan., Dec. 11 -- Big Dog Motorcycles that cruise American highways and city streets next year will not only feature the company's new aggressive street-wise design, but also a new company logo. Big Dog Motorcycles has set new standards for high-end, customized cruising motorcycles since it was founded here in 1994. The company's new corporate branding complements the edgy motorcycle design introduced last year, which evolved from its earlier retro styles. The new bikes feature "Super Fat" (wide rear) tires, radical stretched frames and machined aluminum wheels. "Our new corporate logo captures our spirit, everything Big Dog is about -- uncompromising quality, innovation, cutting-edge motorcycles, and a commitment to growing our company," says Big Dog Motorcycles President Nick Messer. "It's a great way to kick off the rollout of our 2003 models." Award winning Gardner Design, also of Wichita, developed the new look, which updates the previous winged logo with a red "B" nestled in a silver "D," conveying power and motion. Below the initials is the mechanically inspired type treatment of "Big Dog Motorcycles." "Big Dog has an incredible reputation for craftsmanship and attention to detail," says Gardner Design President Bill Gardner. "The new image conveys that simply, yet boldly." Gardner says his designers and Big Dog team members worked together to strategize on the company's history and its future, as well as who rides Big Dog Motorcycles. They wanted to build upon the value of the Big Dog name, yet better convey the company's new design styles. The new identity will be applied to everything from motorcycles to custom parts, clothing and accessories. Big Dog Motorcycles LLC manufactures a line of heavyweight cruisers centered on a 107-cubic-inch V-Twin engine. The company sells its motorcycles across the United States through a growing number of authorized dealers.