Formula DRIFT is the premier United States-based drifting series co-founded by Jim Liaw and Ryan Sage in 2004 as a sister company to the now defunct Slipstream Global Marketing, the same partnership that introduced D1 Grand Prix to the United States. The new entity would solely own, operate and launch the first official drifting series in North America. 2018 was Formula Drift's fifteenth year of competition.
The Challenge
We were tasked to create a logo that marked Formula Drift's 15 year milestone. The mark would be used from digital marketing, video content, car wraps to merchandise.
The Solution
Formula Drift has always retained a slight slant in the variations of it's brand identity through the years to reference the side ways slant during the car's drifting maneuver. We retained the similar slant and created a pseudo symmetrical mark using the monograms FD and XV to maintain consistency and familiarity with the existing brand while creating something easily recognizable as it zooms past you at over 90 mph.
