CLIENT:
Fittipaldi Motors

INDUSTRY:
Automotive

CLIENT:
Fittipaldi Motors

INDUSTRY:
Automotive

SERVICES:
Branding
Creative Direction
Website Design
Digital
Print

Designed to thrill

When the chance came to work with Indy & F1 racing legend Emerson Fittipaldi on his new supercar company, we built a brand fit for a champion. For decades, Emerson has tried to convey what it feels like to pilot a championship racecar. The new Fittipaldi Motors EF7 Vision Gran Turismo gives drivers of every skill level a true GT experience.

Designed to thrill

When the chance came to work with Indy & F1 racing legend Emerson Fittipaldi on his new supercar company, we built a brand fit for a champion. For decades, Emerson has tried to convey what it feels like to pilot a championship racecar. The new Fittipaldi Motors EF7 Vision Gran Turismo gives drivers of every skill level a true GT experience.

The brand’s three key identity elements—the Fittipaldi wordmark, the F symbol and EF7—all needed to communicate speed and capture the racing aesthetic. For the wordmark, we achieved this through a custom-designed, italicized typeface that evokes speed. Decreasing the height by a few points created an even greater sense of motion, and the final wordmark lives up to the power of the name Fittipaldi. The F icon is a modern emblem that can stand on its own—as prestigious and recognizable as those of other world-class automakers. It was also designed to function well in diverse applications. Designed on the same 245-degree angle as the brand’s other logos. For the launch car "EF" is for the founder’s initials, and 7 was inspired by the car’s massive side air intakes, which resemble sevens. The EF7 logo stays true to the others with custom type at the same aggressive angle.

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Art
Meets
Speed

The Fittipaldi Motors brand extends to its Racing Club, where owner-drivers circle the globe to sharpen their skills on premier racetracks under Emerson’s direct guidance. We designed a full line of high-end, branded racing suits and leisure apparel for members to wear on and off the track. From design to materials, every piece is exclusive and worthy of the hypercar lifestyle.

_

Art
Meets
Speed

The Fittipaldi Motors brand extends to its Racing Club, where owner-drivers circle the globe to sharpen their skills on premier racetracks under Emerson’s direct guidance. We designed a full line of high-end, branded racing suits and leisure apparel for members to wear on and off the track. From design to materials, every piece is exclusive and worthy of the hypercar lifestyle.