Starting in 2016, Van Amersfoort Racing are pushing hard to become the top team in junior Motorsport, and to mark this they were looking for a fresh, modern look.
Everything from the team's race trailers to their business cards needed a complete overhaul, and with a blank canvas in front of me, it was an incredible opportunity.
One of the key changes was to drop the full name in favour of the simple 'VAR', shortening the text considerably and allowing us to create a modern, instantly recognisable icon. The logo itself focuses on the use pf symmetry between the V & A, with the R cutting into the letters to keep the design balanced & the angles consistent.
Black & Silver are the main colours in the new VAR colour palette, with Orange as a secondary colour. The distinct and contrasting colours aim to combine to give the team an instantly recognisable track presence, with the Silver & bright Orange jumping off the black. VAR's Dutch routes are then also able to shine through with the addition of the Orange.
Having built up a reputation with the existing livery, the aim was to build upon the design and add elements of the new branding to create something fresh & new, yet still recognisable as VAR. The colours were an obvious way to freshen the livery and the various pre-existing shapes and lines were sharpened and re-shaped to give it a new edge. The introduction of the new VA pattern then gives the design a completely new area of focus and allows it to fit beautifully to the rest of the teams equipment & clothing.
So to have a unique design feature that works with both the logo and the new colour palette, a 'pattern' was introduced that allowed us to give each application a 'VAR' stamp without having to resort to meaningless lines and shapes. The pattern formed out of the 'V' & 'A' from the logo, giving it meaning and a beautiful integration with the rest of the branding. Over time the pattern evolved from basic repetition in a single colour, to differing sizes and the introduction of outlined rows.