Following the Formula E rebrand in 2022, I led on the motion design system that brought the new identity to life.
The goal was to make a system that could help deliver the most exciting, innovative sport event graphics in the world.
Starting with the Torque Loop, a core asset of Formula E’s new identity. It is the manifestation of Electric Acceleration as a graphic language, and at its simplest, a shorthand way of saying ‘this is Formula E’ without showing a logo. It’s designed to look fast, like speed captured. Inherently animated and three-dimensional, creating something fast and unique in any use case.
The Torque Loop was animated as an ambient dynamic asset, designed so that the eye can follow the trajectory of its form whilst it is rotating on a 3D axis.
To cater for Formula E’s vast variety in content and video needs, a suite of logo animations was created to ensure consistency in key brand animation across all of the companies touch points. Again encapsulating the sports main USP - electric acceleration and instant momentum.
Adapting the tone of Formula E’s assets to be suitable for the context they are used in, we created different animation states that would dictate the kind of motion that could be used in that area of work - Reason Mode, Race Mode or Culture Mode. These can be applied to the animation of shape, text, form, composition etc. This helped create consistency but also variety in the content Formula E creates.
This system has been applied to Formula E text animation templates, fully procedural and inspired by the rapid acceleration of the sport's cars.
