Zulver & Co is driving force behind brands

Zulver & Co has revamped the visual identity for Motor Racing Legends and it’s sister business Motoring Adventures, in a project designed to clarify the events in the congested classic car marketplace.

Zulver & Co has revamped the visual identity for Motor Racing Legends and it’s sister business Motoring Adventures, in a project designed to clarify the events in the congested classic car marketplace.

From next month Motor Racing Legends, organiser of road and track promotions at Le Mans, will sport a wavy chequered flag across marketing materials, stationery and programmes. Signage may be phased in at a later stage.

Motoring Adventures, which promotes and manages classic car rallies, launched new branding last week in the form of a flowing scarf.

To ensure motoring enthusiasts link the two events, the logos are identically shaped and set against a common ‘1940s’ pastoral background.

In the past both have been represented by a flat chequered flag, which created confusion in the marketplace, according to the events’ chief executive officer Duncan Wiltshire.

‘Both sports have specific audiences and a distinction between the two brands was required to ensure their continued appeal,’ adds Wiltshire.

The consultancy was appointed in January on the basis of previous work and earned a £10 000 design fee for the project.

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