The Allotment has rebranded Radical Sportscars, which designs, builds and exports race cars around the world.
A new “R” mark has been designed in the form of a road featuring the “racing line” taken by racing drivers on a track. It’s been stretched and compressed so that it can be applied in different ways.
The Allotment managing director Paul Middlebrook says that Radical Sportscars has done things differently and “broken the rules”. Therefore the creative response was to communicate an “incomparable racing experience”.
“After experiencing the Radical brand first-hand we quickly came up with the big idea that absolutely ‘Nothing Compares’ to the Radical Racing Experience. The identity with the ‘R’ racetrack and the red ‘race line’ reflects the uncompromising performance and thrill of the ride,” says Middlebrook.
The rebrand marks Radical Sportscar’s 20th year in business and has been launched at the Autosport International Show at the NEC in Birmingham. It is rolling out across exhibition stands, the website and car livery as well as championship and track day events around the world.
Radical Sportscar’s marketing executive Will Brown says that it is “a ‘drivers’ brand that expresses Radical’s place as the ultimate, accessible and complete racing experience”.