When Xootr first launched, there wasn’t time or budget for a traditional brand identity and marketing communications program. It was critical that any branding elements create an understanding of the Xootr brand as the “BMW of scooters” (as opposed to the Razor). At the product’s launch, we intuitively aimed the graphics efforts toward males ages 17–24. As sales climbed, we found a majority of the buyers to be in the 25–35 age range. The same “extreme” aesthetic emphasizing speed and status was needed, but we added “urban landscape” as a literal and metaphoric background. The Xootr logo is designed with a mix of motion, nostalgia and performance in mind. Its unique word mark has the ability to live within a number of different environments showing up in a single color on the deck, and with more complex bracketing elements when shown in multiple colors in badges and labels.