Here is the Toyota Trucks logo I made for Saatchi and Saatchi/Toyota that first publicly appeared in a Superbowl commercial in 2006.

I created it in 3DSMax and hand painted the textures as well as corrected the perspective in photoshop.

This image was originally 5K x 5K and is the final version I submitted after 36 other unique takes on the “Bolt Identity” as it is now called. As with many logos, there were a lot of meetings and discussions and many people involved in the process.

I worked with a lot of people to get the final approval including Jared Plummer as my producer, Rasmus Blaesbjerg, and the people at Saatchi and Saatchi.


And here is the logo combined with Tacoma and Tundra.

Toyota Tundra/Tacoma Logo

Toyota Tundra/Tacoma Logos

The bulk of the texture deatail work I did for this logo had a lot to do with my study of scratched metals. While this logo was supposed to represent aged steel, I found that aluminum was an easier metal to distress and it’s softer qualities lent them selves well to dramatic grooves and cuts. I spent a lot of time experimenting with various metals until I found patterns that were useful for me to reference in order to creat the final hand painted texture.



Carlson Gracie Jiu-Jitsu Logo

In 2015 I was enlisted by Jiu-Jitsu Master Allan Goes to help him update the Carlson Gracie brand for the gym that he runs. I was also tasked with preserving the iconic feel of the original bulldog logo while imparting more strength and balance. While the differences in the bulldogs at first look subtle compared to the original, once completed and anchored with text, the end result was well received and helped to strengthen the brand.


Pre-existing Versions of the Carlson Gracie Logo


These older examples show a few of the challenge of preserving the iconic Carlson bulldogs in an easy to read layout. Many of them are challenged by too much negative space, or legibility issues.