Redzone

Situation

RedZone is a subsidiary of the Automind Collision Group franchise and specializes in racing event organization. Catering to a younger group of racers, RedZone was in search of a solid brand identity in the face of tremendous growth as the Automind Collision Group was rapidly expanding.

Challenge

In order to appeal to the brand's younger-than-average target group, the new identity needed to be able to create emotion without losing the sense of organization and control. It also had to be easy to reproduce and manage.

Brand Advantage™

Originally RedZone Racing, Formation SD felt that this name limited the brand's target market to thrill seekers only. By changing the name to RedZone Motorsports Club, the brand would gain more positive associations of racing education along with the excitement of fast cars. For the primary visual communicator, we developed an integrated road-shaped 'R' and placed it upon an inverted red triangle to symbolize the excitement of the sport. The overall visual package struck a good balance between emotion and control.