Creating the first truly global Supercross Championship brand

With the pilot season kicking off at the Principality Stadium, Cardiff in October 2022, Pangaea had a condensed timeframe to create the brand from the ground up. Coherence was just as important as the end solution given the number of Teams, Partners and Broadcasters that would require brand assets to create marketing that was 100% consistent with the brand guidelines.

Creation of the brand was driven by the the principal aim to excite existing supercross fans as well as capture the imagination of the uninitiated, conceiving and growing a completely new fan base to attend the family focussed adrenaline charged events through the rest of the year, into the 2023 calendar and beyond.

The competition for audience attention was broad and included all stadium entertainment, diverse music, family productions and beyond. So the brand needed to stand out and on it’s own feet. As such, the identity comprised an energetic, bold colour palette, highlighted by blazing orange and charcoal grey. A design aesthetic was formulated that reached back to classic supercross culture, but pulled forward with a contemporary, modern design sensibility.

The logo and brand elements were intentionally grounded in the geometry of supercross, featuring a visual system of shapes and angles that call upon the most recognised features and elements of supercross tracks. Sharp angles and geometric curves carry through the visual outlines of whoops, rhythm sections, doubles, triples and hairpin turns, all tied together to create a simple, yet powerful and authentic visual identity.

These new brand elements ensured that the FIM WSX Championship has an instantly recognisable, in fact, unmistakable visual identity for fans. As the season commences and progresses, it will be exciting to see the brand role out across it’s advertising - digital, print, video and television; as well as clothing, online customer journey and ticketing, and across the imposing stadia involved with the roaming format.