Design Love Project
WHAT is it?
It is a new Brandmark for an existing local motorsports club. It will be used to relaunch the club from the post Covid 19 pandemic. The Brandmark will be used in the way of both digital and physical assets and has room to grow and be moulded into something very special and unique.
WHO is it?
This new Brandmark has been created for Sunraysia Drag Racing Association.
HOW will it be done?
To begin with I will be undertaking extensive research into what current Australian drag racing clubs/facilities have in the way of logos. I will also be reaching out to our current members and frequent racers to obtain their thoughts on how they can best describe our club using only 5 keywords and comparison to a celebrity.
I will use the digital programs that I have at my disposal combined with the research obtained, keywords, and creativity to create a new logo brand mark for the SDRA.
To create physical assets I will need to use both local and out of region businesses to have items printed and produced. In the way of assets to be built I will call upon my local contacts plus my own skills to get what I need created and completed.
WHY does it need
to be done?
The current logo does not have any real connection to the club and needed to be redone. It was quite cold and stale and lacked any originality, uniqueness or warmth to it and due to covid now is the perfect time to relaunch the club.
Current Logo
Vs
CONCEPT SKETCHES SET 1
New Logo
DESIGN VS 1
The first concept illustrations turned out absolutely fantastic. This was my first attempt at doing a realistic illustration and I must say I really enjoyed completing them, however for a logo concept it is unusable as it is far too detailed and therefore cannot be shrunk overly small. This rules out using the logo for trophy discs, letterheads etc. The positive side to this concept is it would make a fantastic T-Shirt design and so we are going to use this on the clubs next merchandise shirt.
CONCEPT SKETCHES SET 2
FINAL DESIGN
The second concept saw me create this cool looking speedy piston, this logo design still took a lot of work and many refinement stages. If you keep scrolling below I have displayed a few of the refinement stages as well as more images of what the logo will look like on the items we produce for events. This logo is so different from the old one which did not suit the club or its image. The old logo looks very corporate and even though the club can run events that match up against the best tracks in Australia, it is still a friendly, family based regional track and the club needed a logo that could reflect that. Also, with this logo design it has the potential to grow into its own hero stature like a mascot, I am really looking forward to seeing where the club takes this logo in the future.
FINAL REFINEMENT STAGES
COMPARISON BETWEEN THE THREE STAGES OF REFINEMENT
THIS SHOWS OLD LOGO WITH ALL THE NEW LOGO FORMATS
This once it is built, is going to form a whole new dimension to being at the track especially for people from away. To engage racers, crew and spectators in this way is absolutely non existent at any other track in Australia.
A great example of how the logo will look on etched glass trophies. It by far works the best on glass out of any of the existing club logos.
DESIGN CHALLENGES
DESIGN PROCESSES
The biggest challenge was coming up with an original concept, something not done before.
This took numerous attempts and
a lot of variations.
To produce something that when you looked at it you could see the connection to our club/facility
To produce work that I was proud of and give me the confidence that the club would like the finished item.
This project has really helped me build my Adobe Illustrator skills. I am a lot more confident using illustrator tools.
Not a new process, but this project has really secured the importance of doing more concept sketches when you need to explore concept ideas.
Something different was reaching out to club members and racers as part of the research for input towards key words and what they felt the club/facility meant to them.
