The Spirit of Freedom. Visual identity for the ZhZh motorcycle club

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On the edge of Kostroma, one of Russia’s oldest cities, lies Zhuzhelino — a neighborhood that gave its name to the local enduro motorcycle club ZhZh („ЖЖ“ in Cyrillic). A community of riders who live for dirt roads, forest trails, and the thrill of the ride. Now, the community has its own identity. Enduro is a motorcycle class made for off-road adventures — and at the same time, a sport discipline. It’s about being ready to fight the terrain, the weather, and even physics itself. Fields and forests become racetracks, and every ride is an adventure. Zhuzhelino is located right on the edge of the city, where urban scenery gives way to Kostroma’s signature landscapes.

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The name ZhZh anchors the club to its roots but carries a deeper pulse. The twin Zh’s vibrate like an engine at high revs, their sharp graphics echoing tire tracks and the checkered finish flag. An inverted triangle nods to the road sign „Yield“ — a detail that makes the logo instantly memorable. The logo exists in three variations: as a standalone mark, combined with lettering, and as an emblem within a triangular frame.

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Color

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No single brand color, but a living effect. Neochrome — the rainbow tint of heated metal — reflects the essence of motorsport. Since the club’s members ride different brands, the logo can adapt to factory colors: red for Honda, bright green for Kawasaki, blue for Yamaha.

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Stickers

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The very first step after creating the logo was a sticker pack. A universal code of motorcycle culture. They’re stuck in bars, at gas stations, in garages, on bikes and helmets. It’s a form of presence, respect, and belonging to the road.

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Motion Graphics

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Every season — a new video pack. Transitions, packshots. Last year’s theme was a flat design combined with the heated-metal effect. This year, the opener and end frame are built around a trending thermal-map effect.

Merch

The snapback with a flat visor — pure motorsport DNA. Apparel launched with Atributika&Club. The logo follows motorcycle brand color codes, with neutral shades — black, gray, and white — added into the palette.

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Livery

The first official club livery was designed for the Kawasaki KLX 250, the motorbike of Quberten co-founder Mikhail Antipin. The animalistic pattern recalls the spots of a snow leopard, while the graphic echoes the spray of dirt kicked up by off-road tires.

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Gear

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A ride-out is an organized trip that can cover hundreds of kilometers in a single day. For such trips, well-thought-out gear is essential.

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Custom helmets were designed in-studio, but painted by Alexander Onchukov — the artist behind goalie masks for KHL stars.

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Jersey

The jersey design is also based on the animal print. The asymmetric pattern was arranged so that the spots align cleanly even along the seams.

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Base layer

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Compression base layers wick away moisture, keep muscles toned, and help reduce the risk of cramps and injuries. Since ZhZh’s garage includes not just motorcycles but also ATVs and snowmobiles, dense thermal wear is an essential part of the gear set.