What’s with the 63? The Untold Tale of a Fanatical Passion for Design Excellence

Written by Patrick Carter in BusinessDesignLogo Design

If you’ve come across our work, whether it’s a logo on a storefront, a badge on a craft brew, or a brand identity that just feels right you may have wondered: Why the name 63 Visual?

It’s a question we love to answer, because the number “63” isn’t just a quirky naming decision. It’s the cornerstone of who we are, what we believe, and why we design the way we do.

  

The Embodiment of a Design Philosophy

63 Visual was built on a fanatical passion for design excellence. Every curve, every color, every composition we create is informed by the belief that good design isn’t a luxury, but essential. It tells stories, moves people, and when done well becomes part of something bigger than the sum of its parts.

At the heart of this belief is our founder and creative director, Patrick Carter, a lifelong student of design in all its forms – from typography and layout grids to the curvature of mid-century sports cars. The story of 63 Visual begins with motion – with machines.

The Spark: A 1981 Honda CT110 and a Kid with a Vision

Long before 63 Visual was a company, and long before Patrick learned about design principles, the seeds were planted in a garage. At 13 years old, Patrick bought and restored his first vehicle: a 1981 Honda CT110 trail bike. That small red machine that was a declaration of independence and a canvas for self-expression. Tearing it down, rebuilding it bolt by bolt, and customizing every detail introduced him to something that would later define his career: the beauty of thoughtful design. A beginning of a love affair with vintage vehicles, craftsmanship, and aesthetics that led directly to the creation of 63 Visual.

The Visual Language of Vehicles

While many design studios are built around sleek MacBooks and Pantone swatches, 63 Visual was born in garages and driveways where wrenches, welders, and wire wheels do just as much storytelling as a well-executed logo. For example, the company’s very first mascot was custom-built 2004 Harley Davidson, built from the ground up with specifications suitable for 63 Visual standards. The bike was a rolling design experiment and a machine with presence, attitude, and personality. Wherever it went, it turned heads. Just like good branding should do.

Why 1963? A Nod to an Iconic Era of Design

In the late 1990s, Patrick acquired a 1963 Volkswagen Beetle. At the time, it was just a cool car – quirky, reliable, and full of character. But as his design career evolved, that Beetle became something else: a muse. Why? Because 1963 wasn’t just any year. It was a landmark year in design history.

Typography, layout, and visual identity were shifting. Helvetica was rising to global prominence. The International Typographic Style (or Swiss Style) was redefining clarity and objectivity in communication. Mid-century modernism had matured from a trend into a design religion. Architecture, product design, and industrial aesthetics in 1963 were clean, intentional, and elegant. So were the cars.

The 1963 Beetle with its unmistakable curves, minimal trim, and smart engineering represented everything great design should be: honest, enduring, and emotionally resonant. When it came time to name the studio, the answer was obvious. “63 Visual” would be a tribute to that era, that car, and that obsessive attention to design detail that continues to drive us.

The Modern Mascot: A Beetle Reborn

Years later, Patrick restored another 1963 Volkswagen Beetle, this time from scratch. Countless hours were spent restoring the vehicle by hand, every inch crafted with precision and care. It is a symbol of the 63 Visual ethos. That Beetle is now the official company mascot. Our rolling billboard, our design ambassador, and our reminder that the best things in life (and in branding) are worth building with patience and passion.

Design Built to Last

At 63 Visual, we specialize in branding, logo design, websites, packaging, and merchandise design but the core of what we do is help businesses define and express who they are. And we approach every client project with the same mentality that goes into restoring a classic car: start with what’s authentic, shape it with care, and make it unforgettable.

We work with clients across Jacksonville, Northeast Florida, nationally, and internationally helping startups, small businesses, events, and national brands design with clarity and confidence.

Our services include:

• Brand Identity Design: From logos to typography systems and brand style guides, we create visual identities that last.

• Website Design and Development: Built from scratch with custom design, intuitive user experience, and responsive structure.

• Print & Package Design: High-touch, tactile branding – business cards, brochures, packaging, and more.

• Event Branding: Golf tournaments, local festivals, and nonprofit events – we bring the energy, attitude, and aesthetic.

What ties it all together is the why. We design not because it’s trendy, but because it matters.

Jacksonville Design, From the Ground Up

We’re proud to call Jacksonville Beach home, and even prouder to be part of its growing creative community. Our studio was born here, built here, and continues to thrive because of the relationships we’ve formed with clients who value authenticity, quality, and storytelling. Whether it’s a beachside local business, a downtown tech startup, or a national brand looking for a fresh identity, we bring the same obsession with quality to every project. Just like that 1963 Beetle, we’re committed to building things that endure.

So Why 63?

Because it’s a number that means something. It’s a nod to one of the greatest years in design history. It’s a symbol of what happens when craft and culture are dependent on intention and execution. And most importantly, it’s a reminder that great design never goes out of style.

Want to Work With a Design Studio That Cares About the Details?

Whether you’re launching a new brand or breathing new life into an old one, 63 Visual brings craftsmanship, creativity, and a little grease under the nails. Contact us to get started on your next design project. We’re ready when you are.