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.
Since the early 90s, Craig has run his fan club named Lowndes Force where punters were able to buy merch and connect with Craig personally. With the brand update, we thought we would align the two brands and refresh the Lowndes Force logo by including the same colour palette and CL icon. We also wanted to bring in Craig's signature which was already synonymous withe the Lowndes Force brand.
Craig's also effectionately known as 'Lowndesy' and in creating the Lowndes Force logo, we decided to create an additional logo that would be recognisable across the brand assets.
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