Can-Am
Pushing the Boundaries of Evolution
Client
Can-Am
Year
2023
Services
Description
Founded in 1972, Can-Am is a global brand owned by BRP. Originally dedicated to motocross racing, it now offers a range of on-road vehicles and off-road models. Despite steady growth in sales and market share, the brand faced significant attribution challenges. The main issue stemmed from its two segments, which had gradually taken different paths. On-Road and Off-Road had little left in common, expressing themselves in ways that felt visibly disconnected.
So how do you unify a legendary brand that has lost its way? By grounding it in its heritage to build a new one.
Credits
Agency
Cossette, Keel London & Caserne
Description
Inspired by Can-Am’s iconic 1970s motorcycle logo, the red and yellow racing stripes come together as a powerful graphic device, the symbol of a unified brand making a bold return. Like brackets, they open and close, frame content and capture attention, creating a window into authentic riding moments.
Paired with custom typography and an adaptable grid, they capture the intensity of the riding experience in a modern and memorable way.
The result is an evolving brand that builds on its original colors to propel itself toward a more unified future and drive performance forward.
