Extreme E Launches New Brand Identity

By Community | July 2, 2019

Extreme E has revealed an adventurous and impactful brand identity as the ground-breaking eco-conscious motor racing championship continues to take shape.

Featuring electric SUVs racing head-to-head in some of the world’s most remote and extreme environments, Extreme E will showcase E-SUV innovation and performance, while raising awareness of the global threat of climate change and inspiring action.

Extreme E’s competitors will battle across five formidable locations – the Himalayas, Arctic, Amazon Rainforest, Sahara Desert and an Indian Ocean island – when the first season gets underway in early 2021. The series is committed to sustainability and will play its part in the restoration of the areas in which it races.

Alejandro Agag, Founder & CEO of Formula E – operating partner of Extreme E – said: “Sport creates a passionate following like nothing else, and Extreme E will use its motorsport platform as an opportunity to raise awareness of critical environmental issues.

“Extreme E is our race to save the planet. From melting ice caps and glaciers, to deforestation and desertification, Extreme E will provide a crucial storytelling platform about the threat and impact of climate change in each location in which we race, and as we lay out the foundations of this brand new sport, it was crucial to design a brand presence which supports this bold mission.”

‘X’ is a symbol of hazard and caution recognised worldwide, signifying issues that lie ahead – this warning sign acts as the heart of the Extreme E logo and offers a window into the areas of the planet that are under threat. It is positioned between two ‘Es’, representing ‘Extreme’ and ‘Electric’.

‘Extreme E’s new logo. The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future.

The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future.

The brand identity also provides an expression for each of Extreme E’s five locations, which visually represent each of these unique environments. Whilst ensuring the brand lives and breathes within a digital world, with a strong focus on the execution within a broadcast storytelling.

The brand agency behind the design, Interstate Creative Partners, has worked with Extreme E since the series was first launched in early January.

Nick Downes, Managing Partner, Interstate Creative Partners, explains: “The Extreme E brand is the product of young people caring, actually getting angry about the environment they live in and the long-term damage they see affecting the human race and everything around it.

“This unique motorsport platform comes packed with the entertainment, adventure and strong purpose. ‘The Race For The Planet’ is not just an aspirational sporting position, but also outlines society’s race against time to slow down climate effect and bring about solutions for sustainable change.”

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