The Crack of Hell RideArt Direction, Branding, Logo/Corporate ID
The Crack Ride is an elite gathering of a different kind of breed of cyclist. They needed a mark and system that told the story of the irreverence, pride and grit of this institution.
Ride hard no matter what is the mantra and this event deserved a symbol of crushing victory. Here is the crack salute to number 1.
Tears of joy, drops of blood: There may be no crying in cycling, but tears of joy have been shed on this ride as well as a little blood.
The hammer: It gets dropped. Always.
Turn the screw: When the pressure is on, twist on your opponent a bit more.
The system: A full look at the crack suite.