Racing Sport Concepts makes performance parts in Columbus, Ohio, for drivers who care how their car runs and how it looks. We refined the brand around how those parts are made, with speed and aerodynamics as the starting point.

The constraint was the audience. Enthusiasts can spot a generic racing brand from across a car show: italic type, checkered flags, a swoosh. RSC needed to look like an engineering company that happens to go fast, not the other way around. We cut the clichés, drew a mark with clean, machined edges, and built a system that sits as comfortably on a spec sheet as it does on a banner at the track.