ERL
Electric Motor Racing
Role
Art Direction, Audience Research, Book Design, Branding, Copywriting, Creative Strategy, Logo Design, Pattern Design, Prototyping, Website Design
Discipline
Brand Identity
Sector
Sports
Overview
ERL is a newly inaugurated single-seater motorsport championship for electric cars, aiming to challenge traditional oil-powered leagues by providing sustainable yet competitive racing for dedicated motor racing fans.
Insight
The transition from conventional oil-powered vehicles to electric ones poses unique challenges for renowned racing leagues such as Formula 1. Obstacles such as speed regulation, potential fan loss, and limited development of electric models by major car manufacturers in the league hinder a smooth transition. Although established electric racing leagues like Formula E exist, they face a perception challenge, as some fans view them as less serious due to features reminiscent of video game elements.
Brand Concept
The league's brand identity showcases the futuristic allure of the concept car, placing a robust emphasis on the progressive evolution of racing into the future. Complementing this vision, the visual identity of ERL draws inspiration from classic design elements synonymous with traditional oil-powered race cars. This includes incorporating features like grit textures and shapes inspired by roll cages, amplifying the intensity of the ERL racing experience.
The ERL logo draws inspiration from the car's wheel, symbolizing the transition from traditional combustion engines to electric vehicles, marking a new chapter in the evolution of racing. It pays homage to the rich history of motorsports while signaling a bold step forward into the future of sustainable racing.
The homepage of the ERL Website serves as the central hub for all things related to the league, offering visitors a comprehensive overview of the latest news, key information about ongoing events, and real-time updates on driver standings, ensuring fans stay informed and engaged with the league's activities.
Alongside the brand guidelines, the envelopes serve various purposes: the white option is used for standard mailing, while the rich blue envelope is reserved exclusively for special occasions, such as VIP invitations. The volt green card is the back of ERL's business cards. The badges at the top, which are ERL passes, are designed to offer customers exclusive access to specific zones, such as the paddock.
To further enhance the futuristic concept, all ERL-affiliated vehicles are required to be powered by rechargeable lithium-ion batteries. The use of oil or hybrid vehicles is prohibited to uphold the ERL brand. Currently, jetliners are the sole vehicles permitted to use oil until battery-powered aircraft become available.
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