LOGO DESIGN
Every once in a while you get to be a part of something since the very beginning. With the Diesel Performance Expo I had the chance to not only design something that would represent the event but, to also give the automotive diesel industry an icon that could represent them all.
Enter the "Black Diamond". I choose the black diamond based on old slogan within the industry called "rolling coal" which is when a diesel truck is tuned to such that it breathes really black smoke. I took the idea of coal and decided we needed an icon that represented something more refined because of where the market is going.
