The objective of the thesis was to explore the design of trademarks and the brand building opportunities in the motorcycle industry. The intention was to create a comprehensive overview of the visuality of the motorcycle industry and to find out what kind of visual identity is suitable for a small motorcycle repair shop by utilizing the results of the research.

The research was accomplished by analyzing and comparing trademarks and by getting oriented in brand building strategies. Harley-Davidson motorcycle brand and its impact on the company's marketing and success served as an example. In the design of a new visual identity for a small motorcycle repair shop, practical work-related technical issues and the visual solutions were described in detail.

The results revealed that the companies in the motorcycle industry are figuratively using a quite consistent line in their visual appearance. The trademarks become brands reasonably easily, they are highly visible and their impact on consumers is strong. The motorcycle industry is an active competition field of different companies, in which the visual appearance has a great significance.

The results of the research provided brand know-how that was applied in the design of the new visual identity for the motorcycle repair shop Suomen MP-Palvelu. The shop has been in operation for twenty years, but throughout their history it has never produced its own visual appearance.

The new visual identity will strengthen their credibility in the eyes of their customers and keep them in the field of the growing competition.