Case study

Team Lotus

On September 12th 2009 it was announced that Lotus Racing had gained the 13th spot on the grid for the 2010 Formula One™ season. This meant that the team had a huge challenge ahead of them, to design and develop a world-class F1 car in only a few months. It also meant that we at Burnt had a pretty big challenge to meet... to create an identity for Lotus Racing that would respect the illustrious history of the team, whilst always looking to the future.

One year on and another F1 season beckons. Building on the hard work done last year in launching the Lotus Racing team, this year, under the moniker of Team Lotus, comes a stronger and more confident team identity. Using bold graphic stripes and strong typography has given the team an identity that is instantly recognised as being Lotus and these elements have been developed further for the 2011 season. We're really looking forward to seeing how the team has progressed and wish everyone at Team Lotus the best of luck for the coming season.

“The second season is always crucial and expectations go higher... We are not a new team any more. I need to take the next step in pushing the team. Expectations are higher but all of us are ready for it and we’re all very motivated to make that next step."
Heikki Kovalainen