Bradford Ink was given simple instructions; make it bold and make the mission clear.  Motorsports logos typically rely on graphic components that play off of classic racing icons or try to show the illusion of speed.  For this project the focus needed to be on the name and an immediately recognizable symbol of the core mission.  The final design uses a bold font combined with elements from sports car instrumentation to honor racing heritage as well as the thrill of taking their machines to the edge of the envelope on their own terms.

Additional care was taken to ensure the design was simple enough to be easily cut and weeded by a vinyl application shop, and the dimensions were proportional to allow vinyl placement on the center bulge of a BMW hood.