Jensen Motors

Designing a visual identity for a fictional re-launch of Jensen—a company with a unique and rich motor sports heritage dating back to the 1930's—provided a unique challenge: How to create a visual identity that looks forwards yet still retains the spirit of the past? With a sea of infinite potential and unknowns, I reframed the challenge as an exercise in informed simplicity, conceptualising and designing a versatile logo that is at once both new and exciting yet recognises the past. This was achieved by taking a design cue from an early Jensen sports car exhaust manifold, using this to form a stylised and instantly recognisable letter "J".

 

By using simple geometric forms I was able to build a flexibility into the logo that allowed it to work as a stand alone iconic mark. Taking this approach allows for quick recognition at the smallest size or in the most strenuous situations.

The logo is able to sit comfortably and discreetly on the body of the Interceptor MK2, fully complimenting the cars naturally aggressive good looks. 

Interactive
Alongside the visual identity, I designed a website and UI system that helps people to quickly immerse themselves in the Jensen brand and make an early buying decision.