18 April 2022
Racing Circuit where people passionate about racing can uncover the true potential of their performance cars and take them on a track day. TRAK is all about the automotive culture and unites all kind of petrol heads and their beloved vehicles.
A Racing Circuit from the USA, that wants to unite and bring together all those motorsports fanatics — petrolheads, drift pro’s and drag racers. TRAK’s mission is simple — make it accessible for everyone who wants to test their car’s performance on a well designed circuit, all this while creating a safe environment.
This is a newly shaped brand so the Brand Identity and Strategy had to be created from scratch. The goal was to position the TRAK Brand as if it has been there for a long time, while retaining also the modern aspect of the company, which is High Standards for the Security Measures, Technological Improvements and having a Eco friendly approach towards the circuit’s electrical powering by harvesting solar and wind energy.
— Strategy and Positioning
— Brand Naming
— Logo Design
— Logo Animation
— Pattern Development
— Print Media (Business Cards, Posters. Vehicle Wrap)
— Brand Icons and Signage
— Brand Colors and Fonts
Having the core values as a starting point a bold and strong identity has emerged. It is the perfect balance between the good old times and the upcoming future while retaining a visual approach that is relevant to today’s standards.
The logo of TRAK is a solid and timeless design solution that emerges from the Brand’s mission and ideology. It combines dynamic elements, such as in and out arrows, that form a racing circuit map. It is also backed by the idea of transition and moving forward to new perspectives and goals.
The Type is something that matches the boldness of the mark, can easily work alone when necessary and can serve as a great placeholder for media content.
Type and Color Variations that are part of the Visual Identity
The TRAK Pattern is a result of the timeless and iconic feel of the logo, whose functionality allows for such shape multiplying.
While considered outdated by some, with everything being digitalised, Business Cards are still an essential part of Modern Day interactions and establishing relationships.
Poster Design for Events and Brand Promotion
If you ask any kid what color is a fast sports car, most of them will say RED. We went with this color as the main one for our graphic systems and paired it with a warm orange to accent on the idea of a evolving and ever growing brand.
For the Brand Font we went with the timeless, the irreplaceable, the one and only Futura, that goes hand in hand with our bold logo.
Brand Visual Design
Brand Messaging / Social Media Presence
Brand Icons / Circuit Signage & Warnings
Racing Car Design Visuals