Client: Chicane
Line of business: Addressing speed in identity design

Addressing speed in identity design

In 2015, Bakheda Co. designed a complete identity system for India’s first and premier professional and recreational racing track. Designed by Mecco Sports and managed by Phoenix Live, the Chicane circuit boasts of 1.2 kilometers of Commission Internationale de Karting (CIK) approved racing track complete with a mix of slow and fast curves for an optimal agility experience.

As we broke ground on this project, we knew that our work for them needs to resonate with the international karting standards and yet break the conventional way in which most tracks are branded. We designed the identity to display the thrill and pace of motorsports.

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We needed a name for the circuit that stood for its personality and took pride  in its obstacles and serpentine curves. Keeping in line with this, we zeroed in on the name ‘Chicane’. Chicanes are sharp double bends that are designed to form obstacles on motor-racing tracks.

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Inspired by the pace of racing, we developed a graphic language that looks like it’s in full speed. Our design captures the speed and adrenaline by using custom designed typography and a monochromatic color scheme. Our vast variety of graphics have been put to use all over the track - from the Marshal’s uniforms to security checklist documents. In lesser words - it’s a visual treat for the speed heads.

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Why Chicane

We needed a name for the circuit that stood for its personality and took pride  in its obstacles and serpentine curves. Keeping in line with this, we zeroed in on the name ‘Chicane’. Chicanes are sharp double bends that are designed to form obstacles on motor-racing tracks.

Introducing speed

The logo brings our idea for Chicane to life through custom lettering that personifies speed. It’s adrenaline fuelled and full of raw personality. The slant in the letterforms further illustrates the element of speed, whereas the sharp, square endings provide an interlude. 

A system of numbers and icons, to be used for environment design and signages, have been designed that incorporate the same visual properties as the logotype. Taking cue from racing signboards, we have designed an icon set that is widely used across print and digital brand communications. 

Graphic toolkit

Inspired by the pace of racing, we developed a graphic language that looks like it’s in full speed. Our design captures the speed and adrenaline by using custom designed typography and a monochromatic color scheme. Our vast variety of graphics have been put to use all over the track - from the Marshal’s uniforms to security checklist documents. In lesser words - it’s a visual treat for the speed heads.

Black and white are ingrained in the DNA of racing. Our inspiration - the iconic  checkered flag that’s waved at the end of each auto race, gives us our brand colors. They also lend themselves to uncomplicated, economical printing solutions. 

To keep in line with the nature of the logo and the number system, we use the iconic Gotham typeface. A variety of weights, deep character sets, and versions for different media combine to make Gotham indispensable to Chicane’s design language.

Bakheda’s work for Chicane includes environment design and a collection of wall murals that exemplify the brand colors and elements from motor racing like helmets, race cars, and engines. The simple, yet detailed illustration style and icon design complements the momentum of the other design elements.

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As we broke ground on this project, we knew that our work for them needs to resonate with the international karting standards and yet break the conventional way in which most tracks are branded. We designed the identity to display the thrill and pace of motorsports.

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