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.
205 slides · Guideline
View deck overview
Formula 1 brand guidelines cover
Introduction statement
Table of contents (Our Story to Typography)
Table of contents continued (Typography to Graphic Patterns)
Table of contents continued (Visual Principles to Circuit Icons)
Our Story section opener
Marketing strategy (Who / What / How / Why)
Our mission full-bleed statement
It all starts with the fan
Make the spectacle more spectacular
F1 Break Borders manifesto spread
F1 personality word stack
F1 design behaviours, "Feel the blood boil
F1 tone of voice, "Grit Guts Fire Fury
James Hunt death-quote slide
Visual Identity section divider
The heart of the brand overview
F1 primary logo presentation
F1 logo suite
Colour split type spread
F1 brand colours swatch page
Speed Attack Control type statement
Formula 1 typeface weights specimen
F1 Logo master grid section opener
F1 logo sizes (Standard, Display, Micro)
Standard Logo section opener
Standard F1 logo on carbon black
Standard logo clear space diagram
Standard logo orientation do and don't
Standard logo example applications
Standard logo misuse grid
Display Logo section opener
Display F1 logo large-scale on carbon
Display logo clear space diagram
Display logo orientation do and don't
Display logo example applications
Display logo misuse and limits
Micro Logo section opener
Micro F1 logo clear space and orientation
Micro F1 logo example applications
Micro F1 logo misuse (do not enlarge)
Logo Colour section divider
Logo colour approved combinations
Logo Lock-ups section divider
Logo lock-ups overview (Formula 1 and Championship)
F1 Formula 1 logo sub-section divider
F1 Formula 1 logo construction
F1 Formula 1 logo configurations
F1 Formula 1 logo clear space
F1 Formula 1 logo colour lock-ups
F1 Formula 1 logo example applications
F1 Formula 1 logo misuse
F1 Championship logo sub-section divider
F1 Championship logo construction
F1 Championship logo configurations
F1 Championship logo clear space
F1 Championship logo colour lock-ups
F1 Championship logo example applications
Colour section opener on warm red
Primary colours specification
Primary colour proportional usage
Primary colour palette in application
Typography section opener on warm red
Formula 1 typeface title page
Type voice sample - speed attack control
Formula 1 typeface overview - four weights
F1 Wide weight - voice of speed
F1 Black weight - voice of strength
F1 Bold weight - engineered voice
F1 Regular weight - voice of the mechanic
Titillium body typeface for long reads
How to use type sub-section title
Impact vs Inform - display and body roles
Combining our fonts - Impact plus Inform
Combining our fonts, examples
Typographic hierarchy
Use of caps, the scream of the engine
Use of caps, weight specimens
Avoid capitals in long copy
Sentence case driver names
Sentence case weight specimens
Tracking and kerning specimen
Tracking and kerning settings
Leading, tight is right
Leading, F1 Black headlines
Leading, F1 Wide headlines
Leading, F1 Bold headlines
Type alignment, left centre right
Type alignment templates
Baseline grid, suggested point sizes
Leading for body, F1 Bold and Regular
Line length, body copy
F1 typography colour intro slide
F1 type colour combinations slide
F1 type colour tints slide
F1 type colour misuse slide
F1 typography misuse grid slide
F1 Special Characters section divider
F1 ligatures specimen slide
Ligatures in F1 Regular
Ligatures in F1 Bold
Ligatures in F1 Black
Ligatures in F1 Wide
Alternate characters introduction
Alternate characters - dialing up the attitude
Alternate characters - stylistic sets
Alternate characters glyph set - F1 Regular
F1 Bold alternate characters
F1 Black alternate characters
F1 Wide alternate characters
Alternate characters misuse spread
F1 tabular glyphs grid
Tabular lining rows and tables
Regional characters diacritics grid
Regional characters F1 Black leading
Regional characters F1 Wide leading
Regional characters F1 Bold leading
Titillium section divider
Titillium long-read font specimen
Titillium misuse spread
F1 System red section opener
Grid system divider
Base grid 12pt square
F1 base grid scaling
F1 base grid setup in InDesign
F1 layout grid (dark)
F1 layout grid sizing
F1 layout grid columns, margins and gutters
F1 layout grid five-step set-up
F1 layout grid across-format consistency
F1 "Graphic Devices" section opener
F1 "Thick and Thin Lines" section opener
F1 thick and thin lines overview
F1 thick and thin lines with content
F1 rounded corner ratios
F1 thick and thin lines colour
F1 the red line and logo relationships
F1 thick and thin lines misuse
F1 "Container Devices" section opener
Container devices intro slide
Standard container sizing spec
Standard container uses spec
Tabbed container construction spec
Container devices example functions
Rounded boxes misuse spec
Graphic Patterns section divider
Graphic patterns four types
Graphic patterns colour pairings
Graphic patterns type alignment
Graphic patterns scaling
Graphic patterns structural and background use
Graphic patterns misuse spec
Visual Principles section divider
Extreme forces visual principles
Tight not loose layout principle
Activating and filling space principle
Putting it all together section opener
Constructing a layout three-step workflow
Layout examples applied templates
Basic document variations template library
Display and posters layout examples
Digital assets layout examples
Fixed Application red section divider
Uniform apparel mockups
Apparel merchandise mockups
Trackside photography treatment
Transport livery mockups
Passes and credentials system
Stationery suite mockups
Office signage 3D render
Social media avatar application
Seasonal Identity section divider
F1 Seasonal Identity placeholder note
Partner Lock-ups section divider
Partner logo lock-up introduction
Horizontal partner lock-up examples
Horizontal lock-up construction diagram
Vertical partner lock-up examples
Vertical lock-up construction diagram
Partner bucket-device flexibility
Partner lock-up colour rules
Partner lock-up misuse
F1 brand guidelines contact page
Appendix section divider
Brand Architecture section divider
Brand architecture overview copy
F1 brand architecture diagram
F1 sub-brand construct guide
Paddock Club section divider
Paddock Club wordmark
Paddock Club logo configurations
Paddock Club logo colours
Paddock Club colour palette
Paddock Club scale and placement
Paddock Club application mockups
Photography section opener
Supporting photography art direction
Fans photography grid
At the race photography grid
Stocks and finishes section opener
Paper stocks Heaven 42 and Corona Offset
Paper stocks Munken and Sirio
Specialist finishes foils and metallics
Circuit icons section opener
Circuit graphics icon set