Silverstone: Rebranding a British iconic name
REBRAND OF WORLD-FAMOUS RACING CIRCUIT
Rebranding one of Britain’s most beloved sporting venues comes with responsibility. Having previously rebranded many of the UK’s most famous race tracks including Brands Hatch, Snetterton and Oulton Park, working with Silverstone provided us with a wonderful opportunity to add the national race circuit, that plays host to the F1 and MotoGP, to our portfolio.
We inherited the Speed Marque which has always been integral to the brand for nearly 2 decades and we were keen to re-appropriate it rather than replace it. This we did by adapting and recolouring it into a secondary graphic device with strong echoes of the Union Flag. We cut a new face for the word marque itself which had previously been overshadowed by the Speed Marque both in scale and expression.
The system has subsequently been adapted to everything from advertising to car liveries with a 100m version of the logo permanently etched into the glass walls of the Silverstone Wing that runs alongside the famous starting line.