Client: Nitro RX
Services: Logo design, brand system, art direction, graphic design
Creative Direction & Design: Kelly Dee Williams, Nathan Warner
Animation: Thrill One
Since its inception, Nitro Rallycross (NRX) has made an unmistakable impact on the world of motorsports, and in 2021 the event grew into a full series with Travis Pastrana emerging as champion. The following year, the race series went international with premiere events in the United Kingdom, Sweden, Canada, and the United States.
But Nitro RX really shook things up when they announced the introduction of the Group E class, a groundbreaking all-electric category featuring the purpose-built FC1-X – the fastest, most powerful rallycross car ever built.
It was obvious that their old NRX brand identity could no longer keep up with the fast progression of electric rally cars, so Nitro Circus approached long-time creative partner Superbase with the task of redesigning the event to better communicate the future of the sport.
To accomplish this, we created custom letterforms suggestive of an overhead view of a racetrack- evoking futuristic speed that could flow through exciting animations like a current of electricity. We then paired the new logo with a vibrant color palette that highlights the glowing possibilities of electric rally cars as the future of racing. The talented video editors at Thrill One were able to successfully animate this vision.
Photography and video courtesy of Nitro Circus, Red Bull North America and Thrill One.
See This Project in Action: 2023 Nitro Rallycross Schedule
June 2022 / United Kingdom
July 2022 / Sweden
August 2022 / Finland
October 2022 / Minneapolis, USA
October 2022 / Los Angeles, USA
November 2022 / Phoenix, USA
December 2022 / Saudi Arabia
January 2023 / Quebec, Canada
February 2023 / Alberta, Canada
March 2023 / Los Angeles, USA*
*Nitro RX Championship Series Finale