Criag Lowndes Branding, Print Design, Web Design
Personal Branding for a National icon.
Craig Lowndes is one of, if not Australia's most notorious V8 supercar driver having won a multitude of races in his career which spans nearly three decades. In the midst of Craig's retirement year, we were tasked with creating a brand identity that personified Craig and modernised his personal brand which had not been updated since the 90s.
Affectionally known as CL or Lowndesy, we wanted to integrate these nicknames into his brand so that people immediately identified with it. We did so by creating a CL monogram which also incorporates a subtle racing car helmet. Through the use of this timeless brand mark and a customised font, we've perfectly blended Craig's aptitude for speed with a refined, strong-yet-approachable feel.
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