Creative Journal: 'Classic' Logo Development

There are some big changes underway at Alan Mann Racing as we ramp up the Red & Gold Revival and a significant part of that is happening on the creative side of the company. My name is Tim and I am currently AMRs resident designer working with Tom and Henry Mann to bring AMR into the 21st century, this is the first of what I suspect may be quite sporadic (I apologise in advance) creative updates.

For this first entry in what I’m calling my ‘Creative Journal’ I’m going to give you a little insight into the development of the new Alan Mann Racing logo. I’m calling this logo the ‘Classic’ logo as it’s now the principal logo for the company. Over the years AMR had various iterations of their logo that we’ll be exploring in the future for use in graphic design and merchandise. However, for now Tom and Henry wanted a new logo that would not only celebrate the revival of Alan Mann Racing but also bring a new level of consistency to the brand and complement their iconic red & gold colour-scheme.

Because Alan Mann Racing does have such a bold and identifiable livery we all felt it was important to keep the logo as simple as possible, using subtle elements such as line-work and typography to reference their historic roots and attention to detail. Sadly I never met Alan in person but having read his autobiography as well as speaking to his sons and close friend Brian Lewis it feels like the core AMR philosophy (in an often complicated industry) was always about trying to keep as much as possible as simple as possible.

The first step was to visit the AMR workshop to get my first look at the cars and pick up on any design cues that might prove useful.

Three contrasting styles of logo were produced that suggest different directions for the business as well as the brand.

Once a direction was chosen it was developed and refined in order to create a mark that is simple, legible, balanced and recognisable.

An optional footer is used to reinforce the heritage of the brand, complementing the strength of the 'AMR bar' above it.

Patterns can be produced using a detail of the logo that are in keeping with 1960s abstract art such as that of Bridget Riley and Frank Stella.

By condensing the 'AMR bar' a variant is produced that is still recognisable but more suitable for constrained contexts such as social network icons.

The logo can be combined with 'Byfleet' stripes that are locked to a specific ratio. More about the 'Byfleet' stripes at a later date.

We think the 'Classic' logo achieves what we set out for, simple, bold, timeless and versatile. Here's to the next 50 years of Alan Mann Racing.