Inspiration by VASA Works
Get started

Formula 1 Brand Guidelines 2018

A 205-page Formula 1 brand guideline system built on a hairline-rule grid, a tight three-colour palette of warm red, carbon black and off-white, and a custom geometric display typeface set in oversized all-caps.

202 slides · Guideline

View deck overview
Formula 1 brand guidelines cover, dark-mode, technical, dark
Cover
Introduction statement, light-mode, editorial, light
Statement
Table of contents (Our Story to Typography), light-mode, editorial, light
Contents
Table of contents continued (Typography to Graphic Patterns), light-mode, editorial, light
Contents
Table of contents continued (Visual Principles to Circuit Icons), light-mode, editorial, light
Contents
Our Story section opener, dark-mode, technical, dark
Section
Marketing strategy (Who / What / How / Why), dark-mode, technical, dark
Framework
Our mission full-bleed statement, editorial, technical, vibrant
Statement
It all starts with the fan, editorial, photographic, dark
Statement
Make the spectacle more spectacular, editorial, photographic, monochrome
Statement
F1 Break Borders manifesto spread, editorial, photographic, dark
Statement
F1 personality word stack, editorial, dark-mode, dark
Statement
F1 tone of voice, "Grit Guts Fire Fury, editorial, light-mode, light
Tone Of Voice
James Hunt death-quote slide, editorial, minimal, dark
Quote
Visual Identity section divider, editorial, dark-mode, dark
Section
The heart of the brand overview, editorial, swiss, light
Brand Elements
F1 primary logo presentation, editorial, dark-mode, dark
Logo Reveal
F1 logo suite, editorial, minimal, light
Logo Usage
Colour split type spread, editorial, brutalist, dark
Typography
F1 brand colours swatch page, editorial, minimal, light
Color Palette
Speed Attack Control type statement, editorial, minimal, vibrant
Typography
Formula 1 typeface weights specimen, editorial, minimal, light
Typography
F1 Logo master grid section opener, editorial, minimal, vibrant
Section
F1 logo sizes (Standard, Display, Micro), editorial, minimal, light
Logo Usage
Standard Logo section opener, editorial, minimal, muted
Section
Standard F1 logo on carbon black, editorial, minimal, dark
Logo Reveal
Standard logo clear space diagram, editorial, minimal, light
Logo Usage
Standard logo orientation do and don't, editorial, minimal, light
Logo Usage
Standard logo example applications, editorial, minimal, light
Logo Usage
Standard logo misuse grid, editorial, minimal, light
Logo Usage
Display Logo section opener, editorial, minimal, muted
Section
Display F1 logo large-scale on carbon, editorial, minimal, dark
Logo Reveal
Display logo clear space diagram, editorial, minimal, light
Logo Usage
Display logo orientation do and don't, editorial, minimal, light
Logo Usage
Display logo example applications, editorial, minimal, light
Logo Usage
Display logo misuse and limits, editorial, minimal, light
Logo Usage
Micro Logo section opener, editorial, minimal, muted
Section
Micro F1 logo clear space and orientation, editorial, minimal, light
Logo Usage
Micro F1 logo example applications, editorial, minimal, light
Logo Usage
Micro F1 logo misuse (do not enlarge), editorial, minimal, light
Logo Usage
Logo Colour section divider, editorial, brutalist, vibrant
Section
Logo colour approved combinations, editorial, minimal, light
Logo Usage
Logo Lock-ups section divider, editorial, brutalist, vibrant
Section
Logo lock-ups overview (Formula 1 and Championship), editorial, minimal, dark
Logo Usage
F1 Formula 1 logo sub-section divider, editorial, brutalist, muted
Section
F1 Formula 1 logo construction, editorial, minimal, dark
Logo Usage
F1 Formula 1 logo configurations, editorial, minimal, dark
Logo Usage
F1 Formula 1 logo clear space, editorial, minimal, light
Logo Usage
F1 Formula 1 logo colour lock-ups, editorial, minimal, light
Logo Usage
F1 Formula 1 logo example applications, editorial, minimal, light
Logo Usage
F1 Formula 1 logo misuse, editorial, minimal, light
Logo Usage
F1 Championship logo sub-section divider, editorial, brutalist, muted
Section
F1 Championship logo construction, editorial, minimal, dark
Logo Usage
F1 Championship logo configurations, editorial, minimal, dark
Logo Usage
F1 Championship logo clear space, editorial, minimal, light
Logo Usage
F1 Championship logo colour lock-ups, editorial, technical, light
Logo Usage
F1 Championship logo example applications, editorial, technical, light
Logo Usage
Colour section opener on warm red, editorial, technical, vibrant
Section
Primary colours specification, editorial, technical, light
Color Palette
Primary colour proportional usage, editorial, technical, light
Color Palette
Primary colour palette in application, editorial, photographic, muted
Color Palette
Typography section opener on warm red, editorial, technical, vibrant
Section
Formula 1 typeface title page, editorial, technical, muted
Typography
Type voice sample - speed attack control, editorial, dark-mode, dark
Typography
Formula 1 typeface overview - four weights, editorial, technical, light
Typography
F1 Wide weight - voice of speed, editorial, brutalist, vibrant
Typography
F1 Black weight - voice of strength, editorial, dark-mode, dark
Typography
F1 Bold weight - engineered voice, editorial, technical, muted
Typography
F1 Regular weight - voice of the mechanic, editorial, technical, light
Typography
Titillium body typeface for long reads, editorial, technical, light
Typography
How to use type sub-section title, editorial, technical, muted
Section
Impact vs Inform - display and body roles, editorial, technical, high-contrast
Typography
Combining our fonts - Impact plus Inform, editorial, technical, light
Typography
Combining our fonts, examples, editorial, technical, light
Typography
Typographic hierarchy, editorial, technical, light
Typography
Use of caps, the scream of the engine, editorial, dark-mode, dark
Typography
Use of caps, weight specimens, editorial, technical, light
Typography
Avoid capitals in long copy, editorial, technical, light
Typography
Sentence case driver names, editorial, dark-mode, dark
Typography
Sentence case weight specimens, editorial, technical, light
Typography
Tracking and kerning specimen, editorial, dark-mode, dark
Typography
Tracking and kerning settings, editorial, technical, light
Typography
Leading, tight is right, editorial, dark-mode, dark
Typography
Leading, F1 Black headlines, editorial, dark-mode, light
Typography
Leading, F1 Wide headlines, editorial, dark-mode, light
Typography
Leading, F1 Bold headlines, editorial, dark-mode, light
Typography
Type alignment, left centre right, editorial, dark-mode, dark
Typography
Type alignment templates, editorial, technical, light
Typography
Baseline grid, suggested point sizes, editorial, technical, light
Typography
Leading for body, F1 Bold and Regular, editorial, technical, light
Typography
Line length, body copy, editorial, technical, light
Typography
F1 typography colour intro slide, editorial, dark-mode, dark
Typography
F1 type colour combinations slide, editorial, light-mode, light
Typography
F1 type colour tints slide, editorial, light-mode, light
Typography
F1 type colour misuse slide, editorial, light-mode, light
Typography
F1 typography misuse grid slide, editorial, light-mode, light
Typography
F1 Special Characters section divider, minimal, technical, monochrome
Section
F1 ligatures specimen slide, editorial, dark-mode, dark
Typography
Ligatures in F1 Regular, light-mode, editorial, light
Typography
Ligatures in F1 Bold, light-mode, editorial, light
Typography
Ligatures in F1 Black, light-mode, editorial, light
Typography
Ligatures in F1 Wide, light-mode, editorial, light
Typography
Alternate characters introduction, dark-mode, technical, dark
Typography
Alternate characters - dialing up the attitude, light-mode, technical, light
Typography
Alternate characters - stylistic sets, light-mode, technical, light
Typography
Alternate characters glyph set - F1 Regular, light-mode, technical, light
Typography
F1 Bold alternate characters, editorial, technical, light
Typography
F1 Black alternate characters, editorial, technical, light
Typography
F1 Wide alternate characters, editorial, technical, light
Typography
Alternate characters misuse spread, editorial, technical, light
Typography
F1 tabular glyphs grid, editorial, dark-mode, dark
Typography
Tabular lining rows and tables, editorial, technical, light
Typography
Regional characters diacritics grid, editorial, dark-mode, dark
Typography
Regional characters F1 Black leading, editorial, technical, light
Typography
Regional characters F1 Wide leading, editorial, technical, light
Typography
Regional characters F1 Bold leading, editorial, technical, light
Typography
Titillium section divider, editorial, technical, muted
Section
Titillium long-read font specimen, editorial, technical, light
Typography
Titillium misuse spread, editorial, technical, light
Typography
F1 System red section opener, editorial, technical, vibrant
Section
Grid system divider, editorial, technical, muted
Section
Base grid 12pt square, editorial, technical, light
Layout
F1 base grid scaling, minimal, swiss, light
Layout
F1 base grid setup in InDesign, minimal, swiss, light
Layout
F1 layout grid (dark), minimal, swiss, dark
Layout
F1 layout grid sizing, minimal, swiss, light
Layout
F1 layout grid columns, margins and gutters, minimal, swiss, light
Layout
F1 layout grid five-step set-up, minimal, swiss, light
Layout
F1 layout grid across-format consistency, minimal, swiss, light
Layout
F1 "Graphic Devices" section opener, brutalist, technical, vibrant
Section
F1 "Thick and Thin Lines" section opener, minimal, technical, dark
Section
F1 thick and thin lines overview, editorial, technical, light
Brand Elements
F1 thick and thin lines with content, minimal, technical, light
Brand Elements
F1 rounded corner ratios, minimal, technical, light
Brand Elements
F1 thick and thin lines colour, minimal, technical, light
Brand Elements
F1 the red line and logo relationships, minimal, technical, light
Brand Elements
F1 thick and thin lines misuse, minimal, technical, light
Brand Elements
F1 "Container Devices" section opener, minimal, technical, dark
Section
Container devices intro slide, minimal, swiss, light
Brand Elements
Standard container sizing spec, minimal, swiss, light
Brand Elements
Standard container uses spec, minimal, swiss, light
Brand Elements
Tabbed container construction spec, minimal, swiss, light
Brand Elements
Container devices example functions, minimal, technical, light
Brand Elements
Rounded boxes misuse spec, minimal, swiss, light
Brand Elements
Graphic Patterns section divider, minimal, technical, muted
Section
Graphic patterns four types, minimal, swiss, light
Brand Elements
Graphic patterns colour pairings, minimal, technical, light
Brand Elements
Graphic patterns type alignment, minimal, swiss, light
Brand Elements
Graphic patterns scaling, minimal, swiss, light
Brand Elements
Graphic patterns structural and background use, minimal, technical, light
Brand Elements
Graphic patterns misuse spec, minimal, swiss, light
Brand Elements
Visual Principles section divider, minimal, technical, vibrant
Section
Extreme forces visual principles, minimal, technical, muted
Layout
Tight not loose layout principle, minimal, swiss, light
Layout
Activating and filling space principle, minimal, technical, light
Layout
Putting it all together section opener, editorial, technical, muted
Section
Constructing a layout three-step workflow, editorial, technical, light
Layout
Layout examples applied templates, editorial, dark-mode, light
Layout
Basic document variations template library, editorial, technical, light
Layout
Display and posters layout examples, editorial, dark-mode, light
Layout
Digital assets layout examples, editorial, dark-mode, light
Layout
Fixed Application red section divider, brutalist, technical, vibrant
Section
Uniform apparel mockups, editorial, dark-mode, dark
Mockup
Apparel merchandise mockups, editorial, dark-mode, dark
Mockup
Trackside photography treatment, editorial, dark-mode, dark
Photo
Transport livery mockups, editorial, dark-mode, dark
Mockup
Passes and credentials system, editorial, dark-mode, dark
Mockup
Stationery suite mockups, editorial, corporate-clean, muted
Mockup
Social media avatar application, editorial, dark-mode, dark
Social
Seasonal Identity section divider, editorial, dark-mode, dark
Section
F1 Seasonal Identity placeholder note, editorial, minimal, light
Body Copy
Partner Lock-ups section divider, editorial, dark-mode, dark
Section
Partner logo lock-up introduction, editorial, minimal, light
Logo Usage
Horizontal partner lock-up examples, editorial, minimal, light
Logo Usage
Horizontal lock-up construction diagram, editorial, swiss, light
Logo Usage
Vertical partner lock-up examples, editorial, minimal, light
Logo Usage
Vertical lock-up construction diagram, editorial, swiss, light
Logo Usage
Partner bucket-device flexibility, editorial, swiss, light
Logo Usage
Partner lock-up colour rules, editorial, swiss, light
Logo Usage
Partner lock-up misuse, editorial, swiss, light
Logo Usage
F1 brand guidelines contact page, editorial, dark-mode, dark
Contact
Appendix section divider, editorial, dark-mode, dark
Section
Brand Architecture section divider, editorial, brutalist, vibrant
Section
Brand architecture overview copy, editorial, swiss, light
Body Copy
F1 brand architecture diagram, editorial, swiss, light
Diagram
F1 sub-brand construct guide, editorial, swiss, light
Logo Usage
Paddock Club section divider, editorial, brutalist, vibrant
Section
Paddock Club wordmark, editorial, minimal, dark
Logo Usage
Paddock Club logo configurations, editorial, minimal, light
Logo Usage
Paddock Club logo colours, editorial, minimal, light
Logo Usage
Paddock Club colour palette, editorial, minimal, light
Color Palette
Paddock Club scale and placement, editorial, minimal, light
Layout
Photography section opener, editorial, brutalist, vibrant
Section
Supporting photography art direction, editorial, minimal, light
Imagery
Fans photography grid, editorial, minimal, light
Imagery
At the race photography grid, editorial, minimal, light
Imagery
Stocks and finishes section opener, editorial, brutalist, vibrant
Section
Paper stocks Heaven 42 and Corona Offset, editorial, minimal, light
Materiality
Paper stocks Munken and Sirio, editorial, minimal, light
Materiality
Specialist finishes foils and metallics, editorial, minimal, light
Materiality
Circuit icons section opener, editorial, brutalist, vibrant
Section
Circuit graphics icon set, editorial, minimal, light
Iconography