Project Overview:
The Oregon State University Land Speed Racing team (LSR) is a student led club that focuses on 50cc motorcycle racing and engineering. They have broken multiple world records in speed at the "El Mirage" and "Bonneville Speed Week" racing events, both very popular for motorcycle racers and enjoyers. It was our team's job to create a solid brand identity that valued inspiring students and advancement of technology. The deliverables our client expected of us were a new logo, posters, social media graphics, and apparel designs. This project was created with the help of fellow graphic designers Brandon Stephenson, Franklin Weeks, and Sarah Swanstrom.
Ideation:
The ideation for this new brand identity was to create a cohesive look that was bold, energetic, and inspiring towards our target demographics: students and potential sponsorship partners. The team took lots of inspiration from Aprilia, Nike, and the Y2K aesthetic. Together, we formed an identity that speaks to our target demographics with the use colors, graphics, and typography.
DELIVERABLES:
LSR CLub Poster Mockup
LSR Club Poster
The club poster was one of the first designs created. We wanted to incorporate illustrative graphics that felt young, but bold and eye-catching. It resembles a Y2K sports aesthetic, with typography that is flashy, yet structured.
Social Media Event Flyers & Mockups
Our social post designs incorporate illustrated graphics to ensure the branding felt cohesive. They feature a graphic of a biker, typographical hierarchy of needed information, and an illustrated background of the location the event was set to happen at.
Sticker/Graphics
To elevate the branding even further, sticker graphics were designed. These would be used as both physical merchandise and design materials. They all encapsulate the energy of LSR in various graphic styles that add variation, but still seen as cohesive with the limited color palette.
T-Shirt Mockup #1
T-Shirt Mockup #2
For merchandise apparel, the LSR team wanted to explore different concepts. Both explore different aspects of the branding. The left concept is a more simple look, but still gives off a sport-like feel. The right concept is more graphic, using sticker designs for that branding to decorate the front and back of the t-shirt.
PROCESS:
Design Direction for LSR Brand
We created a territory board to guide the team in what look and feel they were expecting and drawn towards. We took note that they were most interested in bright, contrasting colors, with thick font faces, and utilizing grit textures.
Logo Concept Sketches
Me and the design team then moved forward with redesigning the logo of LSR. We wanted a logo that was simple, but would instantly tell you what the LSR team was. One thing we all focused on was the acronym "LSR" being main center point. Many of these concepts play with how we could incorporate speed and the motorcycle into the logo. We took three of these concepts based off client feedback to progress further.
Logo Concept Refinements
Concept #2 was officially chosen to be the new logo of LSR for is professional and memorable look. The "L" and "S" were designed to look like a rider on a motorbike. From there, the rest of the branding was formed.
