Logo Design Process
Ambition Motorsport adopted an old school Karting Motorsport logo which didn't look too out of date back in 2005 when they were founded. However, as time went on they decided their branding didn't match the evolving status of the Karting Team. Ambition Motorsport's logo didn't make them look like an established team with over 10 years of success under their belt, which can be damaging for brands.
Old Ambition Motorsport Logo
The old Ambition Motorsport logo design looks like it was designed in the 80's. The Motorsport font looked like it had been taken from the video game Grand Theft Auto Vice City. This gave the logo an outdated feel and the explosion on the top of the 'i' made it look cheap.
Initial Logo Design Ideas
The initial designs we put together was an entirely different direction than the current logo. The design was flat, simple, modern and included colours that could be applied to different backgrounds easily. Overall the logo looked far more prestigious and representational as a Motorsport Karting team.
The client loved the initial designs and the direction we were heading. It was a huge improvement! However, the Karting Team decided they wanted to see an oval around the font to give it a more of a team badge feel. We added a sharp oval around the design which made the logo look far more exciting and gave the logo a sense of motion.
Final Logo Design
The new oval shape went down incredibly well with the team and they decided to focus the oval as the main part of the logo. We removed the racing icon from the oval and reinforced the design with another line that whizzed around the logo. Instead of 1 colour, we added grey and blue and made it a gradient which modernized the design and kept it exciting and fresh.
The new logo completely transforms the teams brand. The team now looks authoritative, professional and dominant out of their competitors, which can only have a positive effect on their brand.