3HRILL (logo)

For this UK-based startup, we were looking for an energetic and assertive concept that conveyed the winning spirit associated with an online competition that gives away dream cars. We landed on a type-driven design inspired by the “H” pattern reminiscent of high-performance manual transmissions. The badge-like aesthetic is introduced to allude to the type of insignia found on the fenders of muscle cars. The ‘R’ suggests the speed, performance, and confidence needed to win. It literally breaks the confines of the badge, while figuratively breaking the confines of convention.