Skills: Visual design, graphic design, branding, illustration, social media assets, typography

Founded in late 2004 through the acquisition of the Jaguar Racing F1 constructor by the energy drinks company Red Bull, Red Bull Racing has emerged as one of the preeminent teams in Formula One. Over the years, it has not only secured numerous Constructor's titles and World Championships but has also achieved notable success through its driver development program, boasting talents such as Max Verstappen, Sebastian Vettel, Alex Albon, and others.

Over the years, the visual identity of Red Bull Racing has undergone a significant evolution. Initially characterized by lighter tones, an emphasis on illustrations, and an overall retro aesthetic that exuded youthfulness and fun, the team's original design captured attention with its vibrant and dynamic appeal. However, as the team matured and established itself as a dominant force in the sport, its visual design transitioned towards darker tones and a more corporate aesthetic.

 

The updated color scheme preserves the iconic elements of the original palette, incorporating the signature yellow, navy blue, and red hues while reintroducing the bright blue reminiscent of Red Bull's initial era of prominence. This deliberate homage to the brand's heritage ensures continuity with its longstanding identity while infusing it with a revitalized, vibrant aesthetic. In lieu of the previously employed gray and metallic neutral tones, white emerges as a versatile and timeless alternative, offering unparalleled adaptability across various contexts and applications.

 

The redesigned type lockup aims to imbue a contemporary aesthetic while enhancing legibility. The previous iteration, characterized by a geometric and intriguing approach, albeit dated, no longer aligns with the dynamic nature of Formula 1 in the present era.

The introduction of the new display font, Forma JDR Display Black Italics, introduces a bold and intense visual impact. Notably, it effectively communicates movement and strength within its design, rendering it a superior choice for the updated lockup. Complementing this primary font is the secondary typeface, Interstate Light, which evokes the typography commonly associated with highways and expansive road networks. This choice not only situates the font within the context of Formula 1 but also ensures exceptional readability across various applications.

 

The existing logos exhibit several issues. Beyond the issue of disconnected variations, these designs convey a sense of formality and "politeness" which fails to authentically capture the essence of Formula 1 or the competitive ethos synonymous with Red Bull Racing. Furthermore, these logos predominantly draw inspiration from the original branding of the beverage company, employing outdated elements such as metallic accents and more. This detracts from the logos' effectiveness in resonating with the fast-paced environment of Formula 1, as well as the bold and assertive identity of the Red Bull Racing team.

 

The updated logos preserve certain aspects of the original Red Bull design while embracing a simplified, shape-based approach. Incorporating colors from the revised scheme, they exhibit a refreshed appearance with enhanced boldness, infusing the brand with a vitalizing sense of "attitude." These minimalist designs are not only more aptly tailored to the younger demographic targeted by Formula 1 and reflective of its contemporary essence but also offer practical advantages. Their streamlined nature renders them notably more adaptable across a diverse array of deliverables, including merchandise, livery, digital assets, and beyond.