CLIENT
LLYC
MADRING IFEMA MADRID
_Visual Identity
_Motion Graphics (David Rubio)
PROJECT
A visual system inspired by the thrill of racing, the curves, and the speed. A balance and contrast between ferocity and fluidity.
MadRing’s new visual identity emerges from a strategic development led by LLYC, where passion was identified as the common thread capable of uniting the thrill of racing with the essence of Spain. The goal was to break away from clichés associated with this word, creating an instantly recognizable identity within the racing world while incorporating subtle nods to the country.
The visual identity is built around a red and yellow color palette—an obvious reference to Spain. However, the yellow has been softened to achieve a more digital tone, steering away from a literal interpretation of the flag. These colors are complemented by a deep blue that adds depth and enhances contrast, making it a design that deliberately minimizes the use of white.
The logo was designed from scratch, featuring a custom typeface built with sharp diagonal lines. This approach creates a solid, consistent logotype that is also dynamic, lightweight, and fluid.
Typography plays a key role within the system, featuring an extra-condensed typeface with the unique characteristic of having italic versions in both directions. This adds a sense of dynamism and flexibility, making it particularly engaging. It is used for large headlines, always with slight tracking, creating subtle text blocks that can fluidly move across the designs.
The system features dynamic lines that act as moving textures and graphic elements, reinforcing the idea of racing lines on a track. These lines incorporate a gradient in stroke thickness, subtly referencing the G-forces a driver experiences inside a race car.
The logo and dynamic lines serve as the foundation for a pictographic system that follows the same design principles. These symbols emerge from the lines, ensuring a clear and cohesive visual connection that strengthens the system’s consistency.
