The design brief given to me for this was to design a brand identity and website for an invite only car meet. The brand identity would have to emphasise modernity, luxury and exclusivity.
At first, this event was to be called ‘Supercars by the Shore’, and based on this, I first worked on creating an iconographic solution to the brand identity, as the name seemed too long to make a word mark logo.
This was my first concept; it revolved around combining the idea of the car and the shore; the anchor for water, and the fire for the power of the car. The organisers, however were not entirely sold on this concept, while they liked the execution of the icon, they felt the concept did not convey the exclusivity of the event.
In response to their concerns, I went back and decided to try a typographic solution to their concerns. I still had the problem that the name of the meet was just too long to put into a logo; I decided to try taking a snippets of the two main words to call it ScSr. This solution however had another problem; it makes identifying the brand more complex by introducing a word mark that is neither pronounceable or closely linked to the name.
At this point, the organisers decided to change the name of the meet based on the location, with it now called Sunrise GT. This created a new issue however; as the website could not be made until the brand identity was ready, the logo needed to be made by the next day to allow for enough time to create the website.
So, with just one day to create the brand, I started running through multiple concepts and revisions quickly, with the intention of picking a few favourites and presenting those; however I instead made something much better.
I went through a variety of solutions, from typographic to iconographic, and eventually I settled on the last concept above; it is simple, and it communicates all aspects of the event; the semicircles of the ‘S’ represent both the rising sun and the wheel poking out of the body.
This concept proved to be a hit; the organisers loved it, and it formed the final identity.