The Early Days in Patton’s Garage
The foundation of Klock Werks was built in the garage of John Patton, where Brian Klock began turning ideas into physical builds. It wasn’t a formal shop or a structured business in those early days of just a space to work, learn, and push ideas further.
Within a short time, it became clear that the work coming out of that garage was different. The builds were more intentional, more refined, and increasingly recognizable. As that identity began to take shape, it became clear that the brand needed a visual mark to match it.
The name “Klock Werks” followed naturally, drawing from Brian’s distinctive last name, "Klock," and combined it with "werks" as a nod to his German heritage.
From Early Identity to a Turning Point
The first version of the Klock Werks logo reflected the tone of those early years. A clock face set to the 5:00 PM “happy hour” captured the spirit of long days that blurred into late nights.
But as the work evolved, that identity started to feel limited. The team was building more, pushing harder, and gaining visibility beyond their immediate circle. The brand needed something that could carry that momentum forward.
That shift happened in 2000 during a trip to Las Vegas for the SEMA show.
A Napkin Sketch in Las Vegas
While spending time near the Fremont Street Experience, Brian found inspiration in the visual landscape of old Las Vegas' bold signage, geometric shapes, and mid-century design that was built to stand out.
Later that evening, he began sketching ideas on a napkin.
The concept didn’t come together immediately. Early shapes, circles, rectangles, just didn’t quite capture the direction he was aiming for. It wasn’t until he began working with diamond shapes and placed them inside a spade outline that the identity started to feel complete.
The spade brought a sense of edge and recognition. The diamonds added structure. And the handwritten “werks” grounded it in something personal.
Refining the Mark Back in Mitchell
Back in Mitchell, the sketch was refined with help from the local community. A student, Ryan Mentele, brought the concept to his high school art teacher, where small but important details were added.
The most notable was the white highlight along the edge, a subtle design element that introduced movement into the logo. It gave the mark a sense of direction and energy without overcomplicating it.
What started as a quick sketch became a finished identity. One that has remained largely unchanged since.
From Logo to Signature
As Klock Werks expanded into aftermarket parts, the spade logo became more than branding and more of a signature.
It began appearing on components, then in product design, and eventually in one of its most recognizable placements: the center of the Flare® Windshield.
When the Flare® launched in 2007, expectations were modest. The goal was to sell 500 units in the first year. Instead, demand far exceeded that, with 18,000 units sold.
With that growth, the logo’s placement became intentional. Positioned at the bottom center of each windshield, it marked the product clearly and consistently. Over time, that placement became instantly recognizable to riders everywhere.
A Symbol That Carries Forward
Today, the spade and diamond logo appears on motorcycles, parts, and gear across the world. What started in a Mitchell garage and took shape on a napkin in Las Vegas now represents a broader standard tied to performance, design, and consistency.
For Klock Werks, the logo still serves the same purpose it did in the beginning: to identify the work and stand behind it.
It’s a reminder of where the brand started and a marker of everything that continues to move it forward.
People Also Ask (FAQ)
Where is Klock Werks located?
Klock Werks is based in Mitchell, where the company has operated since its founding in 1997.
What was the original Klock Werks logo?
The first logo featured a clock face set to 5:00 PM, referencing “happy hour” and the long days spent working in the early years.
How many Flare® Windshields were sold in the first year?
In 2007, Klock Werks sold approximately 18,000 Flare® Windshields, significantly exceeding the initial expectation of 500 units.
