Karting track logo, branding and stationery

Logo, branding and stationery design

Rapid Karting  is a hypothetical karting track business, offering two outdoor race track circuits for customers to enjoy.

Key elements of the logo:

The logo is comprised of the letters R and K combined together i.e. Rapid Karting.

• The shape of the logo hints at the shape of a racetrack, with straights and corners. 

• The brand colour palette is composed of shades of green and black. The black represents the racetrack tarmac and the rubber of the karting tyres, as well as strength and power. The shades of green are a nod to a green flag in racing (used to signal the start of a race).

• The leg of the letter K also resembles a chevron, tying the logo back to kart racing.

• Through my research of competitor companies, I noted a trend of black, white and red brand colour palettes. As Rapid Karting is a new entrant to the market I wanted to use a fresh colour palette to differentiate the brand from its competitors.

Key elements of the stationery design:

Letterhead and compliment slip

Logo and also a thin strip of the green gradient to tie the branding together subtly.

A tyre mark on two corners of the letterhead and one corner of the compliments slip.

Front business card

A gravel/tarmac stippled grain texture effect with the main logo.

Back business card

The light green gradient is the background, giving an almost metallic appearance, with the alternative logo and branding.