Reframing a racing championship for an electrifying future
Formula E is the world’s first fully-electric single seater racing championship. The series needed help reflecting its place in the electric revolution while distancing itself from traditional motor racing.
Taking inspiration from urban visual cultures – fly posters, street signs, road markings – we wanted to use a gritty edginess to create interruption, dynamism, and energy.
We layered smarter, sharper elements within the identity to amplify our urban inspiration and create a more modern feel. Like the sport itself, our refreshed color palette is bold and unexpected, and confidently expresses their new take on racing.
The Formula E identity was the winner of two Transform Europe awards, two Transform APAC awards and was recognized within the Creative Review Annual.