Danny MacAskill's Do a Wheelie Logo

Logo designed for the latest Danny MacAskill film, supported by Adidas.

For this film, world-renowned cyclist Danny MacAskill set out to celebrate the humble wheelie. The title is a play on the fact that when riding around the streets of Scotland, Danny would often hear the innocent heckle 'dae a wheelie' shouted at him from passers by.

The logo needed to be clear and playful, but not childish. We settled on this word mark with a rise towards the end, to imitate the front wheel lifting in the air during a wheelie. The added exclamation mark helps add attention, and emphasis that it's a verbal statement, whilst the gradient takes reference from the colour of bike Danny rode during the film.