ok@ohmycode.ru

17/02/2017

Cutting Radical Corners

about

(Est. 1997) “Radical Sportscars is a British manufacturer and constructor of racing cars. The company was founded in January 1997 by amateur drivers and engineers Mick Hyde and Phil Abbott, who built open cockpit sportscars which could be registered for road use and run on a track without modification. Although most of Radical’s sportscars are road legal, they also manufacturer purpose built racing cars, such as the SR9 Le Mans prototype.” (Wikipedia)

design by

The Allotment (London, UK)

related links

The Allotment project page

The identity with the ‘R’ racetrack and the red ‘Race line’ reflects Radical’s maverick spirit, and the uncompromising performance and thrill of the ride. The resulting brand feels premium yet authentic.

The Allotment project page

opinion/notes

The old logo was definitely radical, not necessarily good but it got its rebellious point across. Without knowing what it was radical about, the logo didn't offer any explanations as the new logo does, which clearly indicates it has to do with racing. I don't like the logo at all in terms of personal taste but then again I'm not in the business of procuring race cars and that whole world has a pumped-up, revved-up aesthetic for which this is perfectly suited. I actually do like the concept of the "R" depicting a race track in perspective and the red line cutting through it as a race car would. The wordmark is okay… but I don't think they figured out what to do with the initial "R"… as it has a very different feel from the "A"s and with both letters having a crossbar there should be a closer relationship between them. All the metal-y, embossed stuff looks good but nothing we haven't seen on a car before. The extension of the "R" monogram into other applications like the car and exhibit space graphics is convincingly pulled off. In general though everything feels like a Ferrari showroom (or what I think a Ferrari showroom looks like) and while it's not my cup of tea I can see how it's all apt for the market.

New Logo and Identity for Radical Sportscars by The Allotment
Logo with zoom-zoom stuff in the background.
New Logo and Identity for Radical Sportscars by The Allotment
Badge on a car.
New Logo and Identity for Radical Sportscars by The Allotment
Wordmark on a car.
New Logo and Identity for Radical Sportscars by The Allotment
A tighter crop on that image.
New Logo and Identity for Radical Sportscars by The Allotment
Monogram.
New Logo and Identity for Radical Sportscars by The Allotment
Car livery.
New Logo and Identity for Radical Sportscars by The Allotment
Other car stuff.
New Logo and Identity for Radical Sportscars by The Allotment
Truck livery.
Brand video. Wishing hard the logo had been actually animated in the end. That red line is screaming to bolt through the track.