Extreme E Launches New Brand Identity
Extreme E, operating partner of Formula E, revealed an adventurous and impactful brand identity today as the ground-breaking motor racing championship continues to take shape.
Unlike any other concept which currently exists in sport, Extreme E will see electric SUVs race head-to-head in some of the world’s most remote and extreme environments. The series is set to revolutionise motorsport and entertainment as it showcases E-SUV innovation and performance, whilst raising awareness, inspiring action and highlighting the global threat of climate change.
Extreme E’s competitors will battle across five formidable locations that have already been severely damaged as a direct result of climate change – the Himalayas, Arctic, Amazon Rainforest, Sahara Desert and an Indian Ocean island – when the first season gets underway in early 2021. The series is committed to sustainability and will play its part in the restoration of the areas in which it races.
Alejandro Agag, Founder & CEO of Formula E – operating partner of Extreme E – said: “Sport creates a passionate following like nothing else, and Extreme E will use its motorsport platform as an opportunity to raise awareness of critical environmental issues.
“Extreme E is our race to save the planet. From melting ice caps and glaciers, to deforestation and desertification, Extreme E will provide a crucial storytelling platform about the threat and impact of climate change in each location in which we race, and as we lay out the foundations of this brand new sport, it was crucial to design a brand presence which supports this bold mission.”
‘X’ is a symbol of hazard and caution recognised worldwide, signifying issues that lie ahead – this warning sign acts as the heart of the Extreme E logo and offers a window into the areas of the planet that are under threat. It is positioned between two ‘Es’, representing ‘Extreme’ and ‘Electric’.
‘Extreme E’s new logo. The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future. ’
The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future.
The brand identity also provides an expression for each of Extreme E’s five locations, which visually represent each of these unique environments. Whilst ensuring the brand lives and breathes within a digital world, with a strong focus on the execution within a broadcast storytelling.
The brand agency behind the design, Interstate Creative Partners, has worked with Extreme E since the series was first launched in early January.
Nick Downes, Managing Partner, Interstate Creative Partners, explains: “The Extreme E brand is the product of young people caring, actually getting angry about the environment they live in and the long-term damage they see affecting the human race and everything around it.
“This unique motorsport platform comes packed with the entertainment, adventure and strong purpose. ‘The Race For The Planet’ is not just an aspirational sporting position, but also outlines society’s race against time to slow down climate effect and bring about solutions for sustainable change.”
Extreme E is set to revolutionise motorsport and entertainment as it showcases E-SUV innovation and performance, whilst raising awareness, inspiring action and highlighting the global threat of climate change.
Since its launch, Extreme E has been busy outlining its sporting regulations, as well as signing up team and supporting partners, and scouting potential race locations which have already been affected by environmental issues.
The race action will be broadcast live from each location, and a behind the scenes storytelling will become the focus of a ten-part adventure documentary series which will delve deeper into the stories of the drivers, key series characters and the climate issues faced in each location.
To minimise local environmental impact, audiences will follow the action remotely and the race track will feature remote branding and waypoints wherever possible. Extreme E also aims to minimise its emissions through the use of a unique floating paddock. The RMS St. Helena will transport teams, staff, vehicles, electrical charging equipment, and an innovative research laboratory as the series goes around the world.
The next important Extreme E update is the unveiling of the specially designed E-SUV, which will be launched for the first time at Goodwood Festival of Speed on 5 July.
For additional, hi-resolution images showcasing Extreme E’s brand identity, and a suite of logos, click here.
To learn more about Extreme E, visit – www.Extreme-E.com and follow @ExtremeELive on Facebook, Twitter, and Instagram.
Sources: Extreme E Communications
About Extreme E:
Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world. The five-race global voyage highlights the impact of climate change on some of the world’s most fragile ecosystems and promotes the adoption of electric vehicles to help preserve the environment and protect the planet.
Extreme E is operated in association with Formula E – the organiser of the ABB FIA Formula E Championship. Extreme E is committed to sustainability and minimising environmental impact – as well as playing its part in re-building and restoring areas already impacted by climate change.
About Interstate:
Interstate is a creative consultancy headquartered in London with studios in Milan and Bahrain. Founded in 1998, the company has a long association with international automotive and motorsport and counts the FIA, McLaren, Infiniti and NIO as recent clients – it is also well known for its work in F1 and for Formula E where it supported the founders in developing a vision and concept for the event prior to season 1.
Comprising strategic, design and digital teams, Interstate offers an end-to-end process from concept invention to digital and physical UI/UX. This ensures a concept remains focused and consistently delivered across all touch-points and platforms.
Interstate’s mantra: “Ideas from the heart. Creative minds for the driven and uncompromising” reflects both the company’s experience with highly motivated, entrepreneurial individuals and its ability transform creative thought into tangible assets.