LYNX LOGO
A Force to Be Reckoned With
A logo to mark the next generation of motorsports as the team transitions from combustion to EV.
Overview
Originally developed in 2019, the logo was to make its first appearance on the 2020 sports car. Due to COVID, the logo reveal would be postponed to the following year (on what would the team's final combustion car). The logo would make its first appearance in the 2021 FSAE Competition in Las Vegas, Nevada. The team's funding comes directly from the sponsors, not the university. One of the main missions from the club was to attract other majors and individuals from different universities. The situation was quite clear: rebrand.
Mission
Rebrand the Lynx Motorsport team to have less of an affiliation with the university and to attract potential donors and students. Campus outreach is crucial to the clubs identity with the intention of attracting all majors from different universities, not just CU.
Budget
Rebranding had a few consequences in regard to team registration, livery (vinyl wrap), team merchandise, and shop identifier (each team has a separate garage at the machine shop). The budget for the rebrand would ultimately total between $2000-$2500.
Objectives, Goals, and Insights
Being in charge of a rebrand meant that there was going to be a recreation of branding guidelines. Considering that there were already rule regulations enforced by the SAE Committee, most of the package (including guidelines) utilized these rules as a blueprint. Each space was accounted for in judging placement, size, and spacing. Since most of the team was comprised of engineers, I took the liberties in developing a brand outlook for presentations, livery, and apparel. The process was quite rigorous in understanding a new branding language foreign to the science demographic, thus making communication key. The project wasn't a requirement; however, it was crucial to developing my branding skillsets (especially for a digital designer).
Motifs, Inspiration, Final Iteration
Our goal was to have a logo that would be fierce and create atmosphere of motivation and commitment. The previous logo was designed by engineers to be something quick with fancy type. Being a digital designer, I wanted to create something that alluded more to the racing atmosphere (changing the typography) and embodied the element of pride. Inspiration was drawn from The Denver Broncos, Cyberhorse.
Officially Copyrighted in 2021!
The logo is officially copyrighted under the United States Copyright Office under my name with permissions given to the Lynx Motorsport Team at the University of Colorado Denver. (The typography/font package is not copyrighted).