Zak Oates is a British kart racing driver. Success has been thick and fast over the last few years for Zak, and his most significant achievements include winning the English Championship two years in a row and becoming British Champion in 2019.
Zak’s primary goal is moving up to race in the British Touring Car Championship. With this in mind, he needed an identity to make a name for himself and to help him build a fan base and a reputation to attract new sponsors to move his career forward.
We started the project by attending some races with Zak to get a feel for the atmosphere and the target audience. We came away with some insights into the personas of racing fans and sponsors alike.
We landed on a monogram logo for Zak. We stylised the “Z” and the “O” to create the look of a racetrack. We needed to keep the logo legible and straightforward due to the nature of racing being fast paced.
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