The Road Taken
There are no metaphors here. No secret meanings of non-conformity, like Robert Frost’s famous poem. “The Road Taken” refers to the literal roads driven by Supercar Driver’s members. It is a represenation of their journeys and experiences. Making use of roads & topographical contour maps as graphical elements to portray a mature & adventure filled brand identity.
This is the Supercar Driver of 2024 & beyond...
Just like the juxtaposition of supercars and organic landscapes, I wanted to use the colour palette to do the same. I chose colours that felt mature & refined, and then inject a vivid, contrasting colour to create a memorable sense of character.
The logotype is a massive departure from what this industry has come to expect and was done with purpose. It was meant to elevate the identity away from the sterotypical ‘boy-racer’ feel and create a more mature, exclusive experience.
Although all aspects of the identity were initially approved, the logo proved to be a step to far for the owner. The serif logotype was eventually scrapped for one that is more typical of the industry. Personally I was disappointed by this decision, but ultimately the company’s owner had to be comfortable with all aspects and the logotype was the one sticking one in the end.
