Identity Design and Art Direction
Fuel Motorsport is a custom car company based out of Ohio. Their mission is to up-fit and modify both new and vintage BMW’s, preserving their life and helping them pass down become legacy pieces that can be passed down from generation to generation.
Owner Thomas Ginsburg and I worked together to create a logo set that could work on multiple mediums. The team wanted something modern and vibrant, and that felt like “BMW”.
The three separate marks, ranging from typographic focused to abstract color bars, allow the identity to flow through multiple forms of use.