RACETRAC
Brand identity concept for RaceTrac gas stations and convenience stores.
RaceTrac is a petroleum and convenience store company based in Atlanta, Georgia. This visual identity is meant, not only to create a strong and distinct identity system that sets RaceTrac apart from its competitors, but also to empower the drivers that make up its market. This is accomplished by a distinct color scheme as well as unique packaging, website, mobile app, and social media accounts.
LOGO
RaceTrac’s logo is designed to communicate the idea of convenience and freedom. The word mark and symbol are both italic. The ‘R’ symbol has a negative space that implies an open road—again, giving the idea of freedom and being “on-the-go”.
