The award rebranded sports car maker Radical Sportscars by introducing a flexible R brand in the shape of a race track.
The award renamed Radical Sportscars, which designs, builds and exports racing cars around the world.
A new “R” mark was designed in the form of a road featuring the “race line” taken by racing drivers on a track. It has been stretched and compressed so that it can be applied in different ways.
Allotment general manager Paul Middlebrook said Radical Sportscars had done things differently and “broke the rules”. Therefore, the creative response has been to communicate an “incomparable racing experience”.
“After experiencing the Radical brand firsthand, we quickly had the great idea that ‘nothing compares’ to the Radical racing experience. The identity with the “R” race track and the red “race line” reflects the uncompromising performance and thrill of racing, ”says Middlebrook.
The rebranding marks Radical Sportscar’s 20th year in business and was launched at the International Autosport Show at the NEC in Birmingham. It is deployed on exhibition stands, the website and the livery of cars as well as championship and track day events around the world.
Will Brown, Marketing Director of Radical Sportscar, says it is “a brand of ‘drivers’ that expresses Radical’s place as the ultimate, accessible and complete racing experience.”
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