2. THE BEGINNINGS
“A distinct entity within.”
THE LOGO SYMBOLISES THE MOMENT OF IGNITION, THE EXPLOSIVE CHEMICAL REACTION BETWEEN THE
SPARK PLUG AND LIQUID GASOLINE, THE CONNECTION BETWEEN YOUR DREAM AND YOUR LIFE.
DICTIONARY DEFINITION
3. HISTORY
Action sport builds its foundations upon art. The definition of a particular discipline
is the visual flair and descriptiveness that a rider creates through his own particular
style. However, in creating that style there is a point where it peaks, where progression
flatlines. Unit, by definition, is a brand that sculpts art from progress. Twelve years
since its inception as a garage brand, the Australian-born icon continues its pursuit
of the sport’s outermost limits – only to break them down.
Unit was born from the love of riding and art, and the idea that two vastly different
interests could not only co-exist but feed and grow from each other. The concept was
created on a whim; with its now iconic symbol based upon the moment of ignition
within the centre of a spark plug. From a sketch to a screen print, scraped together
on the back of a minimal investment, Unit’s unique offering and message saw it
grow organically. It started at local BMX and MX haunts before expanding outwards,
moving from state to state and into retail stores as fast as supply could meet
demand.
The brand’s art and message pushed boundaries and made no apologies for it.
Confronting imagery proved polarising; a growing follower base couldn’t get enough,
while a portion of those exposed to it found it difficult to accept its bold and brash
stance. It received regular exposure into the mainstream market, rare for a brand in
such a niche avenue. Perhaps its most widely-known campaign, ‘Froot Loops’, made
plenty stand up and take notice. The borderline subject matter made headlines and
attracted the wrath of advertising standards bodies, whose disapproval only fuelled
the fire for the brand’s creators to continue on its ‘shock and awe’ path.
Unit’s visually-confronting and thought-provoking art and campaigns continued to
attract attention in the years to follow. Of particular impact was the ‘Swine Flu’
campaign, which drew inspiration from a globally unsettling issue. Before long the
image of a ‘Unit babe’ wearing a flu mask against the backdrop of a dimly-lit butcher
storage cavity was being splashed up on screens across the world. Sex sells, as does
fear, and soon enough the brand from humble beginnings had made its mark on the
digital billboards that characterize the iconic Times Square. This sparked a wildfire
of fans and an all-new following in the Northern Hemisphere, where Unit continues
to expand today.
4. OUR LOGO
2002
'CONSTRUCT' 'KEY'
2003
'SPIN'
2005
'RESET'
2012
The first ever Unit logo was based upon the
Russian constructivism style. The reverse
‘N’ and dotted ‘U’ are directly related to
Russian typography.
The ‘Construct’ logo evolved to a more
versatile horizontal format to suit multiple
uses. The star and circle remain the core
component.
Three years after the brand’s inception the
new ‘Spin’ logo was introduced. The logo was
a more polished representation, created to
define the brand alongside its major industry
competitors. Exponential growth of the brand
and its followers ensued.
The ‘Reset’ logo was introduced a decade
after the brand’s succesful inception. The
decision was made to create a fresh new
feel and further separate the brand from its
competitors. The evolution of the logo bridges
the gap from its moto roots to a more refined,
street style. The reverse ‘N’ is a nod to the
brand’s heritage, assuring fans it remembers
where it was made - From Nowhere, With
Nothing.
5. TEENAGE WASTELAND
RIDE FOR LIFE, PURSUE PROGRESS INDEFINITELY.
CHALLENGE THE STATUS QUO. MAKE YOUR MARK.
The Unit brand has been built upon a unique culture which fuses art and action sports. Its campaigns are
bold, imaginative and often confronting. Some of its most successful mottos and messages follow...
UNIT CULTURE
