Bakersport are a motorsport team offering arrive and drive racing and track day driving experience packages. Wanting to create a brand which appeals to customers, to sponsors and sits nicely alongside the high impact brands lining the racetrack; they commissioned me to design a new company logo.
After playing with some initial ideas, we soon gravitated toward a heavily stylised symbol with the “Bakersport Racing” written in full beneath; it’s important to ensure legibility, and while the BS is quite apparent, it’s abstract enough to require the support of the wording around it. The word Bakersport is bold enough to draw attention, with the heavy character spacing in “racing” adding a pleasing contrast to the design, as well as creating a real sense of movement in the logo.
The logo had to work well on both black and white backgrounds, which is often the case; but even more so as the cars vary in colour. The gold is deliberately a neutral tone which shows up equally well on either background, and reversing the Bakersport text as needed was a simple way of providing diversity without losing impact.
The bold, angular symbol works well to represent a company which offers an exciting, edge of your seat professional racing experience.