With our logo we wanted to have a striking first appearance but also have some hidden meanings to add depth to the design. The two overlapped ovals are a symbol of our nested values: performance and environmental consideration. The artistic representation of a car is inside the ovals but is breaking the smooth line by sticking out, this is showing how we are going to break boundaries and set records.
The car being in pink is a nod to the Japanese cherry blossom, this colour represents renewal and optimism, showing how we are eager to do our absolute best. The ovals being made of a lightning bolt reinforces our brand identity of ‘BOLT’ with the two-tone blue linking in the waves, which are a reference to the sea and its relentlessness, which describes our team dynamic, we will keep going no matter what.
The white outline of the car against the black background not only gives an idea of speed to the car, but it also shows how we can link two opposites, black and white, performance and environmental consideration, which is what we have strived to do at every possible step in the process. We made sure that every minor part of the logo and brand was thoughtfully considered as every detail matters and should represent the brand behind it.
Uniform
At Regionals we went with team branded quarter-zips as this allowed us to wear a smart shirt, tie and suit trousers. This only worked as it was cold at the time of the competition. As the national finals are in the summer we went with branded polo shirts as this allows us to be formal but also not overheat. They have out two main sponsors on the chest as well as our logo. We also got team lanyards as they add to the professional look and also add functionality by allowing us to have ID cards so people can identify our roles. Alongside all of this we got water bottles and wrist bands, the bottles allow coordination within the team so there are no other brands cropping up and diluting our brand at our stand. The wristbands are fabric styled ones to allow them t be more comfortable over longer periods of time as well as looking more formal than their silicone counterparts.
Merchandise
We decided to get custom stickers; business cards; water bottles; lanyards; and wristbands. The business cards allow people to take one and find all of our social media and links, this is useful for marketing as then our social media will gain more traction and then sponsors will see us as more credible. Getting the pencils and stickers was expensive but a good investment. By selling water bottles at a slight margin it covers the cost of them so that the ones for the team are “free” as the cost of those are covered by the profit. As everyone loves wristbands and lanyards it is an easy way to the the ‘Bolt Racing’ name out as people will wear them and spread the word. This allows people to google us and as we are the first result it is easy to find us.
Website
For the website, having done many before, our graphic designer was tasked with making one. Having done lots of web design and google optimisation over the years it was an achievable task. Creating the website was easy, writing up everything we had done up to date and keeping it up to date through out. The difficult part was the google optimisation, for this SEO every page and image needs to be geotagged and metadata added which is a very tedious task but it really paid off. When googling “Bolt Racing” we appear above the olympic website page for “Usain Bolt”. Since day one we knew it would be hard to surface close to the top given we share a ‘keyword’ with Usain, despite the odds we managed and now are a top google result. Setting up a very logical but detailed site-map was essential for it to do well on the google results.