AM MOTORSPORT
The visual identity for AM Motorsport was developed for a performance-focused mechanical workshop that services a limited number of vehicles at any one time. The client’s priority was to be perceived as high quality and meticulous, deliberately distancing the business from fast-turnaround, low-cost mechanical work.
From the outset, the identity needed to communicate precision, aggression, and performance, while still feeling controlled and professional. The brand was positioned to appeal to enthusiasts and performance-oriented clients who value careful workmanship, attention to detail, and trust in the person working on their vehicle.
The logo system is built around sharp, italicised forms that suggest speed and motion without relying on illustrative automotive clichés. A repeated linear mark functions as a performance motif, referencing acceleration, flow, and progression. This modular element allows the identity to scale across different applications while remaining instantly recognisable.
A high-contrast red and black palette was selected to reinforce intensity and performance while maintaining a sense of restraint and seriousness. Red is used sparingly as an accent to emphasise key information and brand moments, ensuring the identity feels deliberate rather than visually noisy.
Typography was chosen to support clarity and strength. Bold, condensed letterforms reinforce the mechanical and performance-driven nature of the brand, while consistent spacing and alignment reflect the workshop’s methodical approach to work. The type system prioritises legibility and hierarchy, particularly in practical applications.
The business card design was treated as a functional tool rather than a purely promotional object. The inclusion of service information reflects the workshop’s hands-on nature and reinforces the idea of long-term client relationships. The layout is structured and minimal, mirroring the workshop’s approach of focusing on one vehicle at a time and executing work carefully rather than quickly.
Overall, the design process centred on creating an identity that communicates control, performance, and trust. The resulting system reflects a workshop that values quality over quantity, precision over speed, and considered workmanship over visual excess.
From the outset, the identity needed to communicate precision, aggression, and performance, while still feeling controlled and professional. The brand was positioned to appeal to enthusiasts and performance-oriented clients who value careful workmanship, attention to detail, and trust in the person working on their vehicle.
The logo system is built around sharp, italicised forms that suggest speed and motion without relying on illustrative automotive clichés. A repeated linear mark functions as a performance motif, referencing acceleration, flow, and progression. This modular element allows the identity to scale across different applications while remaining instantly recognisable.
A high-contrast red and black palette was selected to reinforce intensity and performance while maintaining a sense of restraint and seriousness. Red is used sparingly as an accent to emphasise key information and brand moments, ensuring the identity feels deliberate rather than visually noisy.
Typography was chosen to support clarity and strength. Bold, condensed letterforms reinforce the mechanical and performance-driven nature of the brand, while consistent spacing and alignment reflect the workshop’s methodical approach to work. The type system prioritises legibility and hierarchy, particularly in practical applications.
The business card design was treated as a functional tool rather than a purely promotional object. The inclusion of service information reflects the workshop’s hands-on nature and reinforces the idea of long-term client relationships. The layout is structured and minimal, mirroring the workshop’s approach of focusing on one vehicle at a time and executing work carefully rather than quickly.
Overall, the design process centred on creating an identity that communicates control, performance, and trust. The resulting system reflects a workshop that values quality over quantity, precision over speed, and considered workmanship over visual excess.