Building The Brand
I have hundreds of brand ideas. Some are just names in a notebook, others I have taken as far as building the website and social channels only to lay dormant waiting for the right time.
As always, I start with a name. Is the domain available? Can I get the social handles? This all informs me whether someone else is already doing the same thing. Then I look for inspiration.
This all started because I noticed a trend happening.
Men are looking back to the grounded, rugged masculinity of the 60's and 70's, rediscovering the fashion, long with the resurgence of film cameras, vinyl records, and Casio watches. Fashion has always had cycles, but I also think it is a bit of rebellion against social media and AI. People are burnt out and want to experience life.
I decided on Throttle and Thread, and was able to secure:
https://www.instagram.com/throttleandthread
https://youtube.com/@throttle_and_thread
https://www.tiktok.com/@throttle_and_thread
These are placeholders for now, but please follow the accounts.
So, with a lot of back and forth with ChatGPT, I asked it to look at these images and formulate a narrative for the brand:
🏁 Throttle & Thread: A Creative Life in Motion
Essence:
Throttle & Thread lives in the space between grit and grace. It’s a philosophy stitched from engine oil and selvedge denim, vintage Ferraris and scuffed boots. It celebrates those who move with purpose, create with their hands, and carry themselves with an understated edge.
📸 Brand Pillars Informed by the Imagery
1. Movement as Identity
Whether it’s a Triumph tearing across dirt or a Jaguar purring through cobblestone streets, the machine isn’t just transportation—it’s self-expression. Throttle & Thread embraces vehicles as extensions of character.
2. Effortless Style
McQueen’s wardrobe—cardigans, boots, sweatshirts, tailored suits—signals a quiet confidence. Nothing shouts. Nothing is forced. T&T style is functional, lived-in, and refined without pretense.
3. Grit with Polish
From off-road action shots to urban cool, there’s always a balance: dust meets chrome, muscle meets poise. The brand captures this tension—raw, real, but never careless.
4. Hands-On Philosophy
Whether riding, wrenching, or tailoring, the hands are never idle. T&T honors the makers, tuners, restorers, and tinkerers—those who build their lives, not just buy them.
5. Timeless Masculinity (and Beyond)
These photos capture a version of masculinity that’s not toxic or performative—it’s grounded, independent, and stylish. And while rooted in this aesthetic, Throttle & Thread is for anyone who aligns with that ethos of intentional living.
Next, I gathered inspiration from racing posters:
My next prompt: Let's look at this for logo inspiration
ChatGPT response:
Excellent direction. These posters tell us a lot visually:
- Bold typography — commanding, simple, often using ultra-black condensed sans-serifs
- Minimal color palettes — either duotone like Le Mans ‘79 or full-tilt high-contrast like BOAC 1000
- Composition focused on motion — diagonal lines, streaks, angles, and aggressive leading shapes
- Grid-defiant layouts — type isn't afraid to dominate the frame or bleed into imagery
- 1970s modernism + hand-done energy — clean but not sterile
🎨 Logo/Brand Style Direction for Throttle & Thread
Font Style:
- Bold condensed sans-serif (inspired by Le Mans '79 or BOAC 1000)
- Think Helvetica Inserat, Compacta, or Eurostile Extended for that vintage motorsport + utility feel
- Could also mix in a custom ligature or stencil cut for grit
Color Palette Ideas:
- Primary options:
- Gulf blue & orange
- Porsche red & black
- Brumos red-white-blue
- Muted tan/cream for a base (retro paper feel)
- Accent possibilities:
- Bright yellow (like ‘70s Ferrari signage)
- Charcoal or faded asphalt gray
Icon Concepts (optional for secondary marks or badges):
- Threaded bolt or safety wire twist
- Tachometer-style needle inside a T
- Vintage helmet silhouette
- Horizontal lines or bars suggesting motion/speed
- A clean wrench merged with a speed line
🛠️ Next Steps?
Would you like me to:
- Mock up 2–3 logo directions inspired by this style?
- Create a style reference board you can send to a designer?
- Draft a brand identity brief to define the vibe for future collateral?
This direction is rock solid — now it’s about locking the visual voice to match the story.
Ask ChatGPT: Please Mock up
The first mock-up:
It's ok, but I was leaning more in this direction and asked to look at this for clarity.
I love the font and colors in this and ChatGPT gave me:
Now this is getting closer. ChatGPT asked me if I wanted a mood board, to which I replied, "Yes, please" - always be nice to AI :)
I am about 60% happy with this and will now take this to CANVA so I can do some variations with fonts and colors before taking it to Illustrator to build the final logo.