Brand Identity

Minutemen
Racing.

UMass Amherst's premiere Formula SAE team.

Brand Focus

3D Design

Corporate

Project Overview

Fight with grit, engineer with precision.

Minutemen Racing is a student run racing team, founded in 2021. After using a single logo for a long time, they reached out to us to upgrade their branding. Working with local designer Eren Erden, we came up with something pretty special.

We wanted to keep the color identity of UMass, but wanted to make it feel more extreme than the typical muted UMass red and white. The brand design goals was twofold: to have a 'badass' design for students to be attracted to, but also allow for corporate usage for finding sponsors within industry.

We provided 3D renderings of their car, giving funders a chance to see what they were supporting before the physical car was finished. Logos and type were inspired by racing trends and engineering drawing aesthetics, combined with a bit of grit where the rubber meets the road.

Logomark

Built for speed.

Repeated angular lines give a sense of motion, while the bold font helps keep the form balanced. With the addition of the signature lightning bolt, you know these guys aren't slowpokes.

Brand Design

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Print Example

A Self-Funded Project

This is one example of the print applications that Minutemen Racing requested. This sponsor sheet was used to secure industry sponsors and support the team. In 2025 they raised over $10,000 to help fund the building of their car.

Logo Animations

These social media animations were made to be dragged and dropped into future videos, so Minutemen Racing can continue to have consisent brand identity.

Supporting Imagery

Unmute

Motion

MMR Hype Video.