Silverstone rebrand flags up design openings

Formula One racetrack Silverstone is implementing new brand guidelines ahead of a major redevelopment programme that could create opportunities for graphics, interior and wayfinding designers.

The Northamptonshire racetrack is consolidating its branding with the help of Brighton consultancy Mosaic. Mosaic’s brand guidelines cover the use of the identity, typography and photography across all marketing materials, as well as signage and car liveries.

In March, Silverstone unveiled a £40m revamp plan by architect HOK to redevelop the pit and paddock complex. The full ten-year construction programme, due to begin this summer, includes a new business park, two hotels, a university campus and a welcome centre.

Under the current branding exercise, the existing union flag-inspired Silverstone logo, designed by Carter Wong Tomlin a decade ago, will remain, although a new visual identity for the racetrack will be commissioned in time for the pit and paddock’s launch in July 2010.

‘Mosaic is in pole position to win this commission, although we will probably look into the wider marketplace as well,’ says Silverstone sales and marketing director Jonathan Tait.