London design consultancy Light & Coley has designed the identity for The E-Type Racing Experience, a series of races next year celebrating the 40th anniversary of the 1960s classic Jaguar.
The E-Type Racing Experience is set to become an annual event. Next year the series will take place across Europe and Britain on eight weekends between May and September. Drives in 22 cars per racing grid can be secured for the season for £75 000.
Light & Coley was appointed in September and is in the process of designing a website and a range of marketing materials, in addition to the identity work.
David Jones, director at the design consultancy, says: “We had to create something that was both eye-catching and modern but also have colour relevance. We retained the traditional racing green and used a modern typeface.”
Rather than coming up with a purely nostalgic identity, the final creative solution, he says, takes a “go faster” approach
An anniversary logo, based on the spinner from the wheels on an E-Type, can be run alongside its sister identity, or work independently as required.