‘23Brand Guidelines
Electric Motor Racing
ERL Brand Guidelines Our Story ...................................................................... 4 Our Mission ......................................................................... 5 Brand Personality 6 ERL Logo ...................................................................... 8 ERL Logo Full Color .......................................................... 9 ERL Logo Monochrome ............................................... 10 Isolation and Minimum Size ......................................... 11 Backgrounds ...................................................................... 12 Guidance ............................................................................ 13 Color ............................................................................ 14 ERL Color and Gradient 15 Combining Color and Gradient 16 Guidance 17 Contents Typography ............................................................... 18 ERL Typeface Overview................................................ 19 New Hero - Headline 20 New Order - Body 21 Typography Color 22 Graphic Devices ....................................................... 24 Graphic Patterns ............................................................. 25 Combining Graphics ..................................................... 26 Guidance ........................................................................... 27 Modifying ..........................................................................28 Photography ............................................................. 30 Fans 31 At the Race 32 Fixed Application ..................................................... 34 Transport ........................................................................... 35 Passes 36 Stationery 37 Office Signage 38 Website 39 Safety Car Wrap ............................................................ 40
ECHO STORM THE
1 Our Story
5 Our Mission
6 Brand Personality
4 ERL Brand Guidelines
LEAVING A LEGACY THE TRACK ELECTRIC RACING WITH ON AND OFF
Our Mission
5 ERL Brand Guidelines
Brand Personality
We’re fueled by an overwhelming electric passion for every aspect of racing – from its history to the endless excitement of new technology. We’re completely devoted to the fans and the earth.
We’re bold, daring, and always pushing the limits. We refuse to take “impossible“ for an answer as the boundary of racing can always be pushed further.
We’re the voice of electric racing. Everyone looks to us: fans, drivers, teams, manufacturers, and partners. We’re constantly changing racing with technologies not only for the fans but for the benefit of the earth.
ELECTRIFYING AUDACIOUS DYNAMIC
6
ERL Brand Guidelines
FEEL THE STORM FEEL THE ELECTRIC
7 ERL Brand Guidelines
2 ERL Logo
9 ERL Logo Full Color
10 ERL Logo Monochrome
11 Isolation and Minimum Size
12 Backgrounds
13 Guidance
8
ERL Brand Guidelines
Electric Motor Racing
The logo is constructed from three simple shapes inspired by the car wheel and the letter “V“ derived from velocity.
9 ERL Brand Guidelines
ERL Logo Full Color
ERL
ERL Logo
Monochrome
The black and white logo may be applied to any solid-colored background as long as visual integrity is maintained.
10 ERL Brand Guidelines
ERL Electric Motor Racing ERL Electric Motor Racing
White
Black
Isolation and Minimum Size
The logo is designed to be used among our wider brand assets; however, to ensure its legibility, please ensure that no elements crowd it.
The clear space surrounding the logo is defined by 50% of the height of the logo.
Note, the exception to this rule is where the logo locks up with our streamlined brand device.
11 ERL Brand Guidelines
50% 50% 50% 50%
ERL Electric Motor Racing
Backgrounds
To ensure consistency in how the logo and its color are presented. This page shows the color combinations recommended for producing the ERL logo.
We encourage the use of volt green whenever possible.
We may use volt green in the logo or the background if greater impact is required.
When volt green is not possible use the black or white ERL logo.
12 ERL Brand Guidelines
ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing
Guidance
Manipulating logos is harmful to the brand and hinders effective communication. The logo should never be altered in any manner, including modifying the colors, or the order of the colors. Always use supplied artwork (never recreate the logo).
1.
2.
3.
4.
5.
6.
7.
8.
9.
13 ERL Brand Guidelines
Not
Do
Rotate
the logo
Distort the logo
Color the logo other than the authorized color
Add any visual effects
Crop the logo
Outline the logo
Recompose the logo
Add Gradients
ERLElectricMotorRacing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing ERL Electric Motor Racing 1. 4. 7. 2. 5. 8. 3. 6. 9.
Place any elements over the logo
3 Color
15 ERL Color and Gradient
16 Combining Color and Gradient
17 Guidance
14
ERL Brand Guidelines
ERL Color and Gradient
Our colors are inspired by vibrant electric colors. Volt green is the primary color, and another color including gradient should be utilized as an accent color for ERL.
15 ERL Brand Guidelines
CMYK 0 0 0 0 RGB 255 255 255 HTML
Rich
CMYK 81 66 65 78 RGB 12 25 27 HTML
Pink CMYK 0 83 34 0 RGB 240 83 119 HTML #F05377
Yellow CMYK 7 7 100 0 RGB 243 220 11 HTML #F3DC0B
Voltage Purple CMYK 16 70 0 0 RGB 206 109 171 HTML #CE6DAB
Green CMYK 27 3 100 0
198 211 45
#C6D32D
Pure White
#FFFFFF
Blue
#0C191B Hyper
Electric
Vapor Gradient
Volt
RGB
HTML
4 Typography
19 ERL Typeface Overview
20 New Hero - Headline
21 New Order - Body
22 Typography Color
18
ERL Brand Guidelines
Typography is a key element of our brand. It works to maintain consistency, create clarity, and brings a consistent visual tone to ERL.
ERL utilized two fonts to communicate with the fans, New Hero and New Order. Both sans-serif fonts have a clean and pure aesthetic intended to highlight the future of racing.
EXCITEMENT AND OPPORTUNITY IN AND AROUND ELECTRIC MOBILITY
17 ERL Brand Guidelines ERL Typeface Overview
New Hero - Headline
New Hero is a font with an clean and pure aesthetic and is characterized by a slightly narrow m and clean vertical terminals to the C, c, S, and s.
Designed by Rutherford Craze and Miles Newlyn, the bold italic font will be used as the headline for ERL.
20
Bold Italic Aa Bb Cc 0 1 2 3 ERL Brand Guidelines
IT’S LIGHTS OUT AWAY WE GO
New Order - Body
New Order is a modern typeface with influences of the early 20th-century avant-garde.
Designed by Rutherford Craze and Miles Newlyn, the font consists of five different weights, which gives us the flexibility to communicate consistently whatever we need to say, and how we need to say it.
21 ERL Brand Guidelines
AUSTRIA Bold Aa Bb Cc 0 1 2 3 AUSTRALIA Medium Aa Bb Cc 0 1 2 3 AMERICA Regular Aa Bb Cc 0 1 2 3
5 Graphic Devices
25 Graphic Patterns
26 Combining Graphics
27 Guidance
28 Modifying
24
ERL Brand Guidelines
Graphic Patterns
The graphic patterns express the ERL brand through color. The geometric patterns are inspired by a concept car and the paint splash is inspired by the grit of racing.
Patterns provide ERL with a consistent way to incorporate colors into designs and provide a bold visual without featuring a specific manufacturer or a racer the way a photo would.
The system has four core elements: grit, electric, cages, and honeycomb.
25 ERL Brand Guidelines
Honeycomb
Cages
Electric
Grit
6 Photography
At the Race
30
31 Fans
ERL Brand Guidelines
32
Fans
Photos of fans need to capture emotion, faces, dedication, and camaraderie. We should feel the spirit and passion of ERL through their reactions and enthusiasm.
Shots should feel like we’ve captured a moment of action. We don’t have to avoid shots of fans looking into the camera together, but we should be wary of any poses.
31 ERL Brand Guidelines
At the Race
32
ERL Brand Guidelines
Race photos should feel close and raw. Shots should give the impression that views are up close with ERL teams, drivers, and action.
Photos should compose in bold and brave crop angles with close-ups of faces and unforeseen moments.
33 ERL Brand Guidelines
7 Fix Application
35 Transport
36 Passes
37 Stationery
38 Office Signage
39 Website
40 Safety Car Wrap
34
ERL Brand Guidelines
Transport
Oil-powered vehicles are only permitted for jetliners until battery power aircraft become available. All other vehicles are prohibited from using oil as a source of fuel.
Note, hybrid vehicles are also prohibited by ERL.
35 ERL Brand Guidelines
Passes
36
ERL Brand Guidelines
Paddock Pit
General Admission VIP
Stationery
37 ERL Brand Guidelines
Office Signage
38
ERL Brand Guidelines
Website
39 ERL Brand Guidelines
Safety Car Wrap
Only authorized electric vehicles can be used as the ERL’s official safety car. Any oil or hybrid vehicle is prohibited from running on the ERL race tracks.
ERL’s sporting regulations stipulate that the Safety Car “may be brought into operation to neutralize a race upon the order of the clerk of the course” and will be used “only if competitors or officials are in immediate physical danger on or near the track but the circumstances are not as such as to necessitate suspending the race.”
40
ERL Brand Guidelines
POWER MOTORSPORT CHANGE OF ACTION TO THE
34 ERL Brand Guidelines
