A new era of FIA Karting
Speeding into the new world of FIA Karting an identity was crafted to simplify the brand and build upon it’s legacy, whilst launching the Commission Internationale de Karting into a whole new world.
A logo-mark was required that captured the speed, companionship and neck and neck characteristics of karting and establish FIA Karting as an official body that bright young sparks and professional racers can rely on throughout their careers.
Considering the overarching concept, legibility and elegance — a bespoke K marque was carefully crafted, experimenting with various angles, perspectives and emotions, until the design team were confident with the final outcome.
By defining a low perspective, the two tracks converging feels immersive and puts the viewer in the position of the spectator. Achieving optically convincing perspective on a 2D logo is not an easy task and is a true labour of love. An important consideration for the rebrand was ensuring that a typographic structure was created that would accommodate the various championships, sub-categories and countries. A structure was built that simplified the multiple race details and created the perfect relationship with the logo-mark.
Retaining and building upon the FIA’s rich legacy in the motorsport world, the recognisable FIA blue is accompanied by a striking neon green that materialises and disappears again in the heat of the moment. This green ensures the logo stands up to the FIA competition as no other World Championship series includes this distinctive colour in its logo.
A video identity reveal was created for the championship to launch the new logo and showcase the competitive nature of karting. This is demonstrated through a race with multiple drivers from different nationalities, on a track originating from the logo. The focus is brought towards the drivers in front battling head-to-head for first place position towards a close finish. Our approach to the styling revolves around the identity, utilising a strong graphic style and cropped track shots. Background details include tracks from upcoming FIA Karting events. Sound effects were accompanied by real recordings of karts from FIA Karting events, with added layers of ambient sounds to create a more immersive and spectated experience.
We’re looking forward to being a part of the FIA Karting journey.
“I’m very excited about the new brand, the agency together with the FIA did an amazing job to have completed the project in such a limited time frame. The need to rebrand karting and change the public image of the sport is vital and the new brand identity and title is the first step in reaching the goals RGMMC and FIA set out to achieve. Starting the new era with a new image, name and modern approach to the sport, 2018 will be the foundation of a very strong future.” James Geidel
