Circuit Of The Americas Logo
🏎️🏁 In 2011, I found myself in the fast lane of design, tasked with creating logos for COTA (Circuit of the Americas), a #F1 & Grand Prix hot spot.
With billions of fans world-wide this would have been a nice feather in the cap… if my design was chosen!
I dug up the old designs (and with a decade more experience) I can see where I missed the mark.
The logos were simply too American for a global audience.
I took a far too literal approach, followed the clichés and failed to explore innovative directions. (Swoosh logo anyone?)
The feedback from the agency was “we loved your designs but we went with a design we created in-house months ago”.
I did learn from this experience though.
So when I had the opportunity to design the logo for the city of San Francisco, I went full throttle on exploration.
And guess what? I got that feather for my cap!
You can see my process of creating the San Francisco logo on YouTube.
