RaceArt brand book

Strategy

RaceArt is streetwear rooted in street racing culture.

Missionthe moment of total commitment at max speed, when only you and the road remain.

Voice

RaceArt does not explain itself to people who do not already understand.

Short declarative sentences. No exclamation points. Facts over feelings. Compliant and non-compliant copy side by side.

Visual identity

Logo rules, a palette built on the Robin Egg Blue to Green Yellow gradient, Big Noodle Titling for headlines, Futura Heavy for subheads.

Photography

Disposable camera grain, sodium vapor light, gas stations and parking lots, JDM cars, casual framing. No studios, no fashion poses and no staged product. Clothing in context, and not as the subject.

This brand book refuses to...

RaceArt is defined by what it will not be: polished, explanatory or desperate for approval.