About TRAK
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.
Challenges
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.
Scope of Work
— Strategy and Positioning
— Brand Naming
— Copywriting
— Logo Design
— Logo Animation
— Pattern Development
— Print Media (Business Cards, Posters. Vehicle Design)
— Brand Icons and Signage
— Brand Colors and Fonts
Solution
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 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While considered outdated by some, with everything being digitalised, Business Cards are still an essential part of Modern Day interactions and establishing relationships.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.
No messaging and design solution is possible without type.
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 Messaging
Brand Icons and Signage for the Circuit
Vehicle Design Proposal
