PROJECT SUMMARY
Dedicated to Adventure Travel
SITUATION
Overlander is an online destination for motorized adventure travel gear, built by enthusiasts with firsthand experience in the field.
Focused on self-reliant travel across remote terrain, the brand serves a growing community of overlanders who see the journey itself as the destination.
As the category gained momentum, Overlander needed a stronger identity to reflect its expertise, adventurous spirit, and position in a rapidly expanding market.
We redesigned the Overlander bear as a sharper, more ownable symbol for a modern outdoor brand.
The graphic form conveys strength, stamina, and forward motion, with angular cuts that suggest mountain terrain, travel routes, and the rugged utility of overland vehicles.
A bold wordmark, route-inspired line language, and earthy green and brown palette create a cohesive identity built around wilderness, movement, and adventure.
“Thanks for your help in getting the Overlander identity where it is today. It's an enduring mark and will only grow from here!”
Mark Bickenbach
CEO & Co-Founder
Contact us at info@pencilworx.com 
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