SHARK
START THE THRILL
Art Direction
Visual Identity
Graphic Design
Feel the Rush. Own the Ride
SHARK, the French motorcycle helmet brand born in 1986 in Marseille, embodies racing and innovation. Since its inception, SHARK has established itself as a key player in motorcycle equipment, relying on cutting-edge technical expertise and uncompromising design. Designed by riders, for riders, SHARK helmets are created to push the limits of performance while ensuring maximum safety.
In 2022, SHARK gave us complete creative freedom to support the brand in an ambitious rebranding, driven by a new tagline that sets the tone: START THE THRILL.
A call to action, an invitation to embrace the unique thrill of speed, self-improvement, and freedom. START THE THRILL is an invitation to experience something new, to feel the adrenaline of the start, to dive headfirst into intensity.
Graphically, this tagline is a vibration. It symbolizes perpetual movement, raw energy. The Thrill is that shiver down your spine, that electric excitement that distorts space and time. It’s about shaking up the image, stretching it, making it vibrate in sync with those who aren’t afraid to push the limits.
We have translated the essence of SHARK into a new visual identity built around several strong principles:
A redefined product range: To clarify and refine SHARK’s helmet lineup, we expanded the brand’s color palette. The brand’s historic blue now extends into a full gradient—from light blue for entry-level models to deep midnight blue for the most extreme helmets.
The Thrill as a graphic principle: A vertical vibration runs through the visuals, reminiscent of a shark’s sharp teeth. This pattern intensifies depending on the product and its use, visually expressing the rise in power and sensations.
The SHARKTYPE: A custom-made, dynamic, and sharp-edged typeface designed within the agency. Some letters deliberately break verticality with an italic slant, reinforcing the feeling of speed and motion. A typography that captures the energy of the Thrill.
This rebranding marks a new chapter in SHARK’s history. A more radical, more vibrant identity—true to its riders and to all those who dare.
