Markhor
Markhor is a car marque we invented: the name, the emblem, the hand-lettered wordmark and the sedan and GT concepts it lives on. There is no client. It is a study in giving a new brand instant heritage.
- Client
- Own concept
- Type
- Personal Case Study
- Year
- 2026
- Our role
- Concept marque, end to end
- Services
01
The name
The markhor is the wild goat of the Himalayan and Karakoram ranges, sure-footed on slopes that stop everything else, with corkscrew horns that are unlike any other animal's. The name is short, rare, easy to say, and it owns a shape.
02
The emblem
Car badges are heraldry: a shape people learn to read at a glance from the front, the back and the wheel centre. The emblem is a young markhor facing forward, the direction of travel, inside a ring. Its horns are cut out of the red rather than drawn, so the badge works in chrome, enamel, etching or a single colour, and the spiral reads like a road climbing a pass.
Research on animal logos suggests people read what an animal stands for and carry it onto the product. A mountain goat says sure-footed and tenacious, without the threat of a lion or a bull.
03
Lettering and colour
The wordmark is custom brush lettering that recalls the chrome nameplates of the golden age, against the geometric emblem: hand against machine. The single colour is a warm deep red, the colour people already match to fast, active cars, made earthier so it feels mountain-lit rather than racing-team hot.
04
Concept vehicles
We drew two silhouettes to test the badge on a formal grille and a long, low tail: a sedan and a GT coupe. The vehicles are concept designs, presented through sketches, mockups and visualisations.
