MMT

At the start of the process was the motivation to redesign the truck’s front grille logo, ensuring it would remain memorable and easily legible even under the extreme conditions of a rally raid. The original logo on the front grille was hard to read and weak at building recognition. The result of this rigorous process was the Griffin icon - a design that stands unrivaled in the industry.

Part of the project scope was a custom typeface - one of the most powerful and strategic investments a brand can make. GoBIGNAME created a custom sans-serif typeface designed to perform seamlessly across everything from formal applications to high-impact sports communications.
GoBIGNAME created MMT Big Sans, a custom sans-serif typeface for bold headlines and high-impact information. It works across formal applications and sports communication, and comes in six weights, including italics.

GoBIGNAME’s brand naming specialists created MMT, a new trademark-ready brand name. It is easy to say and built to be protected as a trademark from the start.

MMT now has a trademark-ready name, a Griffin icon, a petrol-led colour palette and a custom typeface that work as one system. It stays legible in the extreme conditions of rally raid and gives MMT a recognizable face on the track and beyond it. Naming and rebranding together turned a Dakar-winning truck maker into a brand that is protected from the start and built to scale.