Overtake to Takeover.
Naming – Idea Generation – Design Development – Motion Design – Styleguide Delivery
Uniting the e-racing community.
Porsche approached us asking to create a Brand Identity for their new gaming forum, focused solely on racing games and the fans that surround them. One of the key obstacles we had to overcome was the tribal nature of eRacing fans. From Sim Racers to Mario Karters we needed to find the commonality that linked the fans together.
Overtake to Takeover.
Competition. The fight to be the fastest. This commonality links all racers from Forza to Formula 1. Nothing encompasses the feeling of competition better than overtaking your opponent. We took this idea and implemented it throughout, creating an identity that is engaged in movement to overtake itself.
The name Overtake and Takeover are interchangeable creating two parts to the brand:
Overtake: Racing through competition and the will to win.
Takeover: Racing community’s takeover of the platform.
The Mark
The name overtake is created with strong letter forms with both proportions of ‘Over’ and ‘Take’ being equal - creating parts of a fair race. The Overtake logo switches seamlessly to Takeover for a community call out.
Graphic Expression
In its simplest formation the expression creates an iconic composition of racing lines from left to right in a linear movement. It can move into more complex formations, from bespoke numbers to graphic reactions and illustrations.
We produced a series of bespoke ‘Racing Numbers’ inspired by the
behaviours fo the lines, as well as the numbers found on the racing track.
Digital Interactions
We created a series of UI animation concepts to create a real look and feel to the website in line with the brand and overtake motif.
Imagery and Type.
The photography is lead by the community - authentic and diverse characters that make this space their own. From those who love the fun of Mario Kart to the seriously skilled players who live for Sim racing.
Bossa & Prompt are used for Headers and body copy respectively. Bossa is expressive, quirky and has a sense of width and movement. Prompt has open wide letter forms that make it both impactful in all caps and characterful and inclusive in lower case.
