UGA Motorsports
Branding - Digital Design
As an Art Director for Layton Design Studio I worked with my team of designers to create a new brand identity for UGA Motorsports. The goal of the project was to find where the rubber meets the road, bridging function and aesthetics
This role pushed me to think beyond appearance, translating performance-engineering into a cohesive visual language. Real-world constraints pushed decision-making to focus on functionality and legibility at high speeds.
Color Scheme
Typography
Concepts
Momentum
Standout
Momentum
Dynamic—Speed—Forward Motion
Standout
Confident—Bold—Underdog Rising
Classic City
Classic City
Classic-Inspired—Grounded—Legacy
After a site visit with our client, UGA Motorsports, we reviewed notes and exchanged thoughts in-person and on a FigJam.
Through a series of workshops and collaboration the team created three concepts meant to create goals to hone our design and stay on track.
Logo Iterations
Drawing from UGA and Southern Motorsport visual language, I created logos grounding UGA Motorsports in the school’s legacy as well as the heritage of racing utilizing classic iconography like the checkered flag, racing stripes, and angled lines to imply speed.
For the Standout category I drew inspiration from contemporary racing design and visual language from F1. The goal was to create something bold but unique enough for UGA Motorsports. I focused on logos with the forwards arrow “G” for the implication of motion
FInal REsult
The final logo synthesizes key elements explored throughout the design process, incorporating a checkered flag motif as a nod to racing heritage. A structured bounding box and stacked variations enhance versatility, allowing the mark to function effectively across a range of applications.
The use of sans serifs and clean lines provides the team with a modern-edge moving forwards, giving traction for the underdog to become the top dog. The projects honed my presentation skills, proficiency in the creative suite, and ability to collaborate with and lead a team of designers.
