Following on from F1’s re-brand, electric racing series Formula E has also redesigned its visual identity.
Prophet are the branding agency behind this and have said that the brief was to develop a “more relevant and distinctive identity” to help bring new audiences to the sport and create a distance from traditional motor racing.
“The answer was to stop trying to compete with Formula 1 and move the goal posts completely”.
Formula E is a relatively new sport and described the direction as “bold and innovative”, which makes it resonate with younger audiences. Designers have created what they describe as a “more contemporary and disruptive visual identity… inspired by the rawness of urban city environments”.
They have achieved this by simplifying the existing logo and developed a new approach to its brand output. The package includes new graphics colours and typefaces.