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Client login

We are based in
Lancaster, PA and
work remotely.

Apply to work with us

LANCASTER

12:00:00 PM

GMT−4 · EDT

Client login

We are based in
Lancaster, PA and
work remotely.

Apply to work with us

LANCASTER

12:00:00 PM

GMT−4 · EDT

Client login

We are based in
Lancaster, PA and
work remotely.

Apply to work with us

LANCASTER

12:00:00 PM

GMT−4 · EDT

K&W Motorsports

Concept Proposal

A concept for K&W Tire’s move into motorsports: one bold identity across vehicles, apparel, and events, with room for partner brands. The expansion was put on hold due to COVID-19 and budget constraints.

Client

K&W Tire

Deliverables

Motorsports Brand Experience

Services

Logo Design

Vehicle Graphics

Environmental Graphics

K&W Motorsports

Concept Proposal

Client

K&W Tire

Deliverables

Motorsports Brand Experience

Services

Logo Design

Vehicle Graphics

Environmental Graphics

K&W Motorsports

Concept Proposal

Client

K&W Tire

Deliverables

Motorsports Brand Experience

Services

Logo Design

Vehicle Graphics

Environmental Graphics

The challenge

Launch a multi-million-dollar racing division, balancing the K&W Tire brand with multiple tire manufacturers and sponsors. The identity needed to stand on its own, both on and off the track, while working across dozens of touchpoints.

The solution

A bold, high-contrast visual system built around speed, precision, and partnership. The dynamic stripe, inspired by Cooper Tire’s swirl, brings movement and connection across all applications while meeting cross-branding requirements with K&W’s biggest supplier.

The outcome

A unified identity proposal that positions K&W Tire for success in motorsports. The system is scalable, sponsorship-ready, and designed to build recognition from every angle.

The challenge

The solution

The outcome

A unified identity proposal that positions K&W Tire for success in motorsports. The system is scalable, sponsorship-ready, and designed to build recognition from every angle.

The challenge

The solution

The outcome

A unified identity proposal that positions K&W Tire for success in motorsports. The system is scalable, sponsorship-ready, and designed to build recognition from every angle.

Project constraints

Established Brand

The design had to match K&W Tire’s existing branding, which limited color, typography, and overall promotional style.

Established Brand

The design had to match K&W Tire’s existing branding, which limited color, typography, and overall promotional style.

Cross-Branding

K&W and Cooper Tires both had to read as the dominant brands, while other partner brands still appeared in their own colors and typography.

Cross-Branding

K&W and Cooper Tires both had to read as the dominant brands, while other partner brands still appeared in their own colors and typography.

Regulations

The graphics had to avoid covering race numbers, required decals, safety markings, and other competition-required elements.

Regulations

The graphics had to avoid covering race numbers, required decals, safety markings, and other competition-required elements.

Scalability

The visual system needed to adapt from a Mustang race car to tents, flags, trailers, and future fleet vehicles while remaining instantly recognizable.

Scalability

The visual system needed to adapt from a Mustang race car to tents, flags, trailers, and future fleet vehicles while remaining instantly recognizable.

Design decisions

Building On

The existing visual language was expanded rather than replaced. K&W’s signature colors and typography remained the foundation, while bold geometric graphics and motorsports-inspired layouts introduced a more performance-driven aesthetic.

Building On

Order

A hierarchy was established, giving prominent locations to K&W and Cooper branding while reserving flexible areas for supporting manufacturers.

Order

A hierarchy was established, giving prominent locations to K&W and Cooper branding while reserving flexible areas for supporting manufacturers.

Inclusion

The graphic system was designed around these fixed elements rather than treating them as obstacles. Shapes connected the available surfaces, allowing mandatory decals to integrate naturally into the composition.

Inclusion

Modular

The system was built from a set of repeatable graphic elements, so the same visual language scales across vehicles, apparel, event displays, and promotional materials. This modular approach kept every application connected while leaving room for future expansion.

Modular

The car

01Side View

The Cooper swirl appears at a large scale, while a splash of red adds contrast and balances the blue against the rest of the palette.

02Top View

The top was designed so the car would be recognizable in aerial shots while maintaining the required branding hierarchy.

03Front View

The K&W character is featured prominently on the hood, taking full advantage of the large, open space for branding.

04Rear View

The gray rear caps off the car, completing a white-to-gray transition and creating a cohesive multitone contrast.

Brand foundations

Logo

Full color

Single color

The racing logo is a simple extension of K&W Tire’s main logo, with a square pattern that suggests both tire treads and a racing flag, so it stays instantly recognizable as K&W. The words “Performance Racing” were set thin and wide to create a sense of momentum and to offset the weight of “K&W,” balancing the logo.

Typography

Aa Bb

Tilt Warp

Headlines / Primary

Aa Bb

Archivo

Body

Headline Large

Tilt Warp · Titles

Headline Medium

Tilt Warp · Subheadings

Headline Small

Archivo · Small headings

Body

Body and small text

Archivo

These fonts and sizes were chosen for clarity and legibility in both print and digital applications.

Color

K&W Blue

Primary · #292570

Red

Accent · #A32A1E

Slate

Neutral · #3D3D3D

White

Neutral · #FFFFFF

Pattern

Because this was built around an established brand, K&W Blue had to be the primary color. Red was chosen as the accent, with Slate and White as neutrals. The Cooper swirl was a natural fit for the racing aesthetic and inspired the patterns.