Racing Team
Tobacco Company Tactics In Motorsport Teach The Basics Of Good Design
There was a time when Tobacco sponsorship was the lifeblood of the motor-racing worldwide. The use of sponsored livery came in the late 60s. The use of Imperial Tobacco’s red, fold and white branding on Lotus Formula One cars were the call to arms for the rest of the sport. It would be a gross distortion to suggest that Formula One was the only sport behind the phenomenon. Open wheeled and NASCAR events in America and beyond widely associated themselves with tobacco brands and logo designs. But with a worldwide crackdown on tobacco advertising, the last three decades have seen the gradual decline then absolute removal of livery reminiscent of the banned logos.
But these years of decline are very interesting from a design perspective, and tell us a few things about how Business logos can survive even the best efforts of obfuscation. In the 80s, the ban was only perpetrated by a limited range of European governments and custom logo design was employed to create cunning variations that kept the brands recognisable. A key element of brand identity is colour. Motor-racing teams were always very open to repainting their vehicles essentially as moving cigarette packets. Even Ferrari’s traditional racing red easily found a match for the white and red mix demanded by their Marlboro sponsors.
Font style is a crucial element of logo design. In the early days of the ban, this was commonly exploited by using team names in the place of the brand name, but in the font of the original logo. Sometimes a consequence of the mismatch between the team and brand names, clever variants on brand names also began to appear. The Benson and Hedges sponsored Jordan team were particularly inventive, sporting ‘Buzzing Hornets’ ‘Be On Edge’ and ‘Bitten Hisses’. However, the last gasp of Tobacco sponsorship has always been the most clever and subliminal: Marlboro’s use of barcode style logos on its racing teams cleverly reminded viewers of the height and density of each character of their logo.
Vulkan Racing – Team Mintgen Motorsport Dodge Viper GT3 vs Porsche 997 GT3 Onboard Nordschleife
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