NorthStar is a cycling club dedicated to getting melanated people on bicycles and radically challenging the status quo. Tansom worked with the club to clarify their messaging and refine their visual identity.
“Northstar is named after Frederick Douglass’ newspaper The North Star, in reference to the North Star followed by the slaves to freedom. When we ride today we participate in that same pursuit and realization of freedom.”—Message Architecture Sample
The NorthStar logo is built around the iconic raised fist. Often associated with the Black Power movement, its usage dates back to labor movements at the turn of the 19th century. To communicate that NorthStar is for all melanated people, the fist is not black but clear, presented on a field of stars that shine through the spaces created by its lines.