TRAK Brand Identity for Racing Circuit

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.

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 TRAK Pattern is a result of the timeless and iconic feel of the logo, whose 

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.

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