Logo for ‘male centric’ internal communications initiative within a leading internet company.
The logo was designed for a staff loyalty club that rewarded employees with automotive- and motorsport-themed gifts in recognition of their contribution to the company’s success.
The name was chosen to play on a dual meaning: happy, motivated employees act as the “fuel” that drives a business, while also giving a subtle hint of the nature of the rewards
This concept was reinforced visually and materially through the design of the membership card itself, which was produced on carbon fibre substrate. The high-quality, tactile finish not only elevated the perception of the club but also echoed the automotive theme, tying the idea of performance, energy, and reward directly back to the brand identity of the logo.
n.b. This one of my absolute favourite pieces of logo work as it is a simple concept that communicates the idea clearly through type as image.
Client: under NDA
Input: art direction, concept, illustration
