Visual and visceral: A brand design that lives on

Today at Interlagos, Brazil, it’s the final Grand Prix of the 2011 Formula 1 season. It’s also 20 years since the incomparable Ayrton Senna won there in front of his home crowd (if you haven’t seen the film Senna it’s highly recommend as a story of life, passion and purpose; the racing is a metaphor, just a part).

Brazil is a country of expression, with many valuable lessons inside that, particularly as we enter an age where expression’s now a part of an ever growing universal currency of connection.

This logo is a study in visual design that captures some of those lessons, a study of form, feeling and identity and a combination of the visual and the visceral that matches, in many ways, the peerlessness of the man.

For brands, social business takes the standards of brand expression required to be successful to new levels.

Brand design has to do more to be functional because of social media than ever before. It has to work in compact spaces and express values and a sense of culture and personality that reach out, evoke as well as being capable of being differentiated and distinctive.

Most of all, it has to move people, to jump of the screen and be the beginning of a narrative and a journey of association.

This logo is a balanced blend of identification and communication, graphically arresting and also compact, it is technically focused, informative and articulate.

What sets it apart as a logo is that captures the unique personality of the man – the restlessness of his quest, his dynamic energy that people love and associate with him so much and the cool technical design of his focus that meant he delivered, capturing the imagination, hearts and minds of millions of sports fans along the way as he went with him.

The red swoosh of the track-fashioned ‘S’ is itself a masterstroke, partially incomplete, full of energy, like him. It’s a racing logo of course, but it’s incomparably Senna’s logo reinforced by the simple name below it, in less-is-more lettering with just the right amount of typographical flair.

In the design is implicitly an articulation of the values and personality as well as a graphic shape and form that’s immediately recognisable, confident and authoritative.
It’s an effervescent identity and logo that speaks for him and his legacy longer after the moment that reconnects people to the excitement he created on the track.

In death, Senna’s magic lives on. In life, some brands are barely pulsating. The work we do is about this, combining the visual and the visceral so that, at every level the identity, of the collective, connected brand makes a difference.

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