London graphic design consultancy GR/DD has been appointed to create the brand identity for Ghibli Raceway, a British Karting Association-accredited go-karting facility in Egypt.
GR/DD was appointed after Ghibli Raceway owner Hany Soufrakis approached founders James Bowden and Simon Yuen at their Central St Martins College of Art and Design masters degree show two years ago.
The identity and facility are due to launch in “two or three months”.
The first outlet will open in the Sharm El Sheikh resort, with further operations planned for Cairo and elsewhere in Egypt. The track is being built to international racing standards and will be run by UK karting school, Protrain Racing, based in Oxford.
Ghibli Raceway will also include a cafÃ©, juice bar and restaurant. Interiors for the entire facility are being designed by Egyptian architect, SAE.
The logo must reflect the facility’s professional standards and the “thrill of the speed of karting”, says Bowden. GR/DD is currently creating an identity based on a dot matrix, inspired by the starting lights at a race course, he adds.
It will be applied across all marketing material, from tickets to billboards as well as signage.
Alongside the identity, GR/DD is also creating marketing material, internal signage and graphics and will be designing a website for the facility in the future.
The go-karting centre is aimed at tourists and businesses based in Egypt and wishing to send employees on team-building exercises, according to GR/DD founder James Bowden.