Boundless Brand Design and racing car driver Stefano Leaney are setting the pace with his new brand identity.

Making an impression in sports is paramount, and the popularity of personal branding within the industry has become prevalent in distinguishing sports men and women from the competition, many at the top of their game creating brand logos and visual identities that reflects who they are and their ambitions within the sport. Decorated Formula 3 driver Stefano Leaney looked to race ahead both on the track and with his own branding, setting himself apart from his competitors and engaging potential sponsors.

Stefano Leaney Racing from Boundless on Vimeo.

Boundless have created a timeless and dynamic brand identity for Stefano Leaney, with a bespoke typeface and a simple yet impactful design. Contemporary and abstract, yet transferable, the new logo hero’s Stefano’s name with a strong split across the centre that creates a sense of momentum when shifted and zoomed in. It also presents as the classic chequered flag, creating a standout pattern that is synonymous with racing and can be used dynamically in his brand world and collateral.

The new branding encompasses a suite of logos, from his full name, initials and his race number, adaptable to a range of touchpoints and platforms. With red and green graphic devices denoting his Italian and Welsh heritage the overall visual identity is flexible and creates pace when static and in motion. 

The Stefano Leaney branding has been applied to his dallara F3 car, website, social media, merchandise, apparel and his sponsorship proposal. 

Source: Boundless Brand Design

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