Brand unification for a powersports vehicle company

Caserne, alongside Cossette and Keel London, developed a new brand system for Can-Am to reconnect its on-road and off-road divisions under one cohesive identity. Drawing from Can-Am’s iconic 1970s motorcycle logo, the work reintroduced red and yellow racing stripes as a central graphic device that frames content and signals a bold return to the brand’s roots. Combined with custom typography and a flexible grid, the system captures the intensity of riding while creating a more unified and memorable presence across segments. The result is an evolved brand grounded in heritage and built to support future growth and stronger attribution.