Modern classic motorcycles, with a brand to match.

PROJECT SNAPSHOT

Client: Jonathan Hull & Son
Location: Yorkshire, UK
Industry: Custom motorcycles
Scope: Brand strategy + identity system
Deliverables: Logo suite, brand marks, typography direction, brand applications for merch and marketing
Designed to do: Feel modern-classic, look premium, and hold up everywhere from a website header to a stamped part

BESPOKE MOTORCYCLES

Clean, elegant design with simplicity at its core.

Jonathan Hull builds high quality, modern classic, custom motorcycles. His builds are based on the key philosophies of the original Café Racer community of the mid 20th century. “If it doesn’t make the bike go fast, stop fast or legal, it’s gone!” Jonathan’s bikes are minimalist in design with distinct classic features while underneath, they utilise the very latest technologies.

THE GALLERY

Jonathan Hull & Son | Bespoke Motorcycles Hand Built in the UK - The Northman

Jonathan Hull & Son | Bespoke Motorcycles Hand Built in the UK

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It’s more than a logo—it’s our legacy.

Jonathan was humbled that Indy chose to work with him in creating his brand. They connected through Instagram with a shared passion for motorcycles. Indy’s talent, attention to detail and personal approach are second to none, which is clearly shown in her work. She understood my vision from day one. The branding she created is now a proud symbol on custom parts we produce. It’s more than a logo—it’s our legacy.

Jonathan Hull

JONATHAN HULL & SON - YORKSHIRE, UK

OUR WORK: BRAND STRATEGY & DESIGN

Backstory

Jonathan Hull set out to build a premium motorcycle brand rooted in craftsmanship and tradition. Inspired by family history and vintage motor trade signage, he launched a successful crowdfunding campaign and gathered a loyal community around the vision.

The goal was clear. Create a brand that blends heritage with a modern edge, one that honours legacy while establishing Jonathan Hull & Son as a name to remember in the custom motorcycle world.

Approach

Indy & Co partnered with Jonathan to craft a heritage inspired identity built for real-world use. Not just a logo for a website header, but a mark that belongs on custom parts, merchandise, and marketing.

We designed a flexible logo suite and supporting brand elements for apparel, posters, mugs, and sportswear, with consistency baked in from day one. The result is a modern classic system that works across digital and print, and still looks right when it is stamped, stitched, or held in someone’s hands.

Impact

The new identity positioned Jonathan Hull & Son as a premium, recognizable brand in a competitive space. The mark became a signature, showing up confidently on custom parts and merchandise, and reinforcing the quality behind the build.

More than looking polished, the brand became cohesive and ownable. It gave customers something to rally around, and gave Jonathan a visual legacy he can keep building on.

A signature mark designed for parts, merch, and marketing
Stronger premium positioning without losing authenticity
A cohesive system built to scale across platforms