Honda Racing Rebrand

Honda Racing Rebrand

Branding + Design Direction

Branding + Design Direction

Creative Director + Design Director

Creative Director + Design Director

To introduce Honda Racing Corporation to the U.S., we stripped the brand back to its core: racing. Born on the racetrack and built through decades of competition, HRC has always been about performance, precision, and an unshakeable belief in winning. The challenge was translating that legacy into a brand that felt as confident as the machines behind it. The rebrand pulls directly from HRC’s racing DNA pairing a bold color palette with a new typeface and historical cues pulled from the archive. The result is a modern, elevated identity that brings attitude to Honda Racing on and off the grid.

To introduce Honda Racing Corporation to the U.S., we stripped the brand back to its core: racing. Born on the racetrack and built through decades of competition, HRC has always been about performance, precision, and an unshakeable belief in winning. The challenge was translating that legacy into a brand that felt as confident as the machines behind it. The rebrand pulls directly from HRC’s racing DNA pairing a bold color palette with a new typeface and historical cues pulled from the archive. The result is a modern, elevated identity that brings attitude to Honda Racing on and off the grid.