Designing a Distinctive Logo for a Promising Racing Talent

When Liam Lawson, a promising racing talent, needed a logo that reflected his personality, driving style, and heritage, New Zealand-based graphic designers Harris Keenan and Oliver James were up to the challenge. With just three weeks to bring the concept to life last year, these creative minds set out to create a unique logo that would stand apart from the sleek, monochromatic branding associated with most other Formula 1 drivers.

A Mood Board and Collaborative Process

To ensure the brand was versatile and could be used for various purposes in the future, Lawson curated a mood board with his team, featuring a mix of streetwear brands, iconic racing visuals, and design references from other industries. Keenan and James took these elements into account while designing the logo.

The resulting emblem features an illustrated character resembling Lawson, sporting a cheeky grin, a mischievous look in his eye, and a bright pink backwards cap. Interestingly, the character was originally conceived by Lawson himself years before he ever stepped foot on the F1 grid.

Balancing Personality and Performance

The initial design featured round, friendly eyes, but after submitting the assets, Keenan had a change of heart. He called Lawson’s social media manager to suggest making the eyes more menacing and aggressive, reflecting Lawson’s driving style on the track. This subtle adjustment helped strike the balance between Lawson’s easygoing personality off the racetrack and his fierce competitiveness behind the wheel.

James expressed his love for the brand’s dichotomy, stating that it was unassuming yet playful, but on the race track, Lawson is a “crazy menace.” He also noted that the design brief extended beyond motorsport to Lawson’s other possible pursuits, such as fashion and music.

A Brand with Potential for Growth

Keenan and James envision the logo evolving over time, drawing inspiration from brands like OBB Media, whose character has developed into an icon in various scenarios. They believe that Liam and his team appreciate the malleability of the character transforming or shifting into whatever it needs to be in a given moment.

While the initial design phase is complete, Keenan and James are excited about the possibilities for future development. They aim to take the logo beyond just being on a helmet and continue to explore its potential.

Standing Out on the World Stage

For Keenan and James, standing out from the pack of sharp, minimalistic logos was also a point of national pride as fellow Kiwis. They wanted to make an impact on the world stage, ensuring that Lawson’s logo would stand out and be different from everything else.