Logo design christchurch for Making Trax

Making Trax

Inclusive Tourism New Zealand

Making Trax is a unique NZ tourism venture offering outdoor adventures for people with disabilities. Jezza Williams, CEO and professional adventure guide, asked me to design a brand for his ambitious idea after becoming a tetraplegic in a freak canyoning accident.. 

logo design for making trax tourism New Zealand

Jezza asked me to design a simple empowering logo that communicates New Zealand adventure sports for the disabled persons; ‘Who don’t want to just sit by and watch!’

Jezza's ambition was to challenge what it means to be disabled. I decided to design a alt version of the universal disabled symbol, one that would convey; Outdoor Adventure Sport, Excitement, Strength, Defiance, Unity, Ability, Empowerment — for disabled persons. 

The universal symbol for disability is a person in a chair and it is instantly understandable; but the connotations are sedate and unadventurous. The person sits upright in a wheelchair, hands on their lap.. staid and motionless. We wanted the opposite of that. 

I would also incorporate a koru design as part of the logo. As a recognized symbol of New Zealand, it symbolizes new life, growth, strength and peace. Its shape “conveys the idea of perpetual movement.”— which is ideal. 

I was also inspired watching the paralympians. 

Overcoming the odds and rasing a single clenched fist as a salute to unity, strength, defiance and solidarity.

Making Trax Brand Logo Design

My early sketches were basic to get my idea down. but eventually the mark started to take shape.  The koru would become the wheelchair simultaneously conveying NZ and the ideas of growth, new live and movement. The persons torso would lean forward in earnest. The head tiled back with chin up and a fist raised in adventure and defiance.   

Once I had the design mostly drawn up. I then started over, applying principles of the golden ratio 1.618 where I found opportunities.  This mathematical formula is the ratio between various elements which gives an aesthetically balance.

There were opportunities here between the ‘torso’ and the ‘wheelchair.’ Within the koru spiral itself. In the arms and  between the first and the head. 

logo design for making Trax New Zealand

The Making Trax logomark became the symbol of Inclusive Tourism New Zealand. A movement to ensure the social participation of persons with disabilities, in travel, adventure and cultural contribution. Opening the tourism industry to everyBODY.  

Seen on the worlds stage as NZ makes its mark in inclusive tourism. 
Such as the World Summit on Accessible Tourism in Brussels 2018. 

logo design christchurch for making trax

This logomark was designed to be versatile so it could be used in different ways for various purposes. The Trax Seal of Approval version is provided to outdoor companies who have improved their operations to become more adaptable and inclusive for different levels of physical ability. 

logo design for making trax christchurch

Making Trax is an inspiring story of kiwi innovation and ingenuity that we are proud to have been a part of. They create all kinds of ingenious equipment to make the impossible be possible. Despite having no function in his hands or from upper chest down, Jezza made the first solo coastal flight in Christchurch in his own Making Trax buggy earlier this year. (see article)

Making Trax NZ Tourism Company Logo Design

"Our Makingtrax logo designed by Jon from Activate, represents what our company is about as New Zealand's Adaptive Adventure Travel Specialists & Inclusive Tourism Experts. It shows action and energy with culture through the koru. It stands out and is very easily recognised. We use the logo on all our media and also as a "seal of approval" for adventure tourism companies to display representing their support of Inclusive Tourism.
We absolutely love our logo it represents Makingtrax perfectly."

- Jezza Williams CEO Makingtrax

Designed by Jon Tarr at Activate