RacingLine Group, based in Milton Keynes are a tier-1 partner to the
Volkswagen Group, best known for delivering the Volkswagen Racing
motorsport programme since 1997.

RacingLine’s Motorsport & Performance Parts range are now sold all over the world and their work also includes corporate events, marketing services, and motorsport management.

The brief

RacingLine had developed a new ‘R-bar’ logo in 2017/18. The new logo was well received and worked well for customers and contacts who were familiar with the brand name and knew the company well. However, the RacingLine name was missing and this was proving problematic for new customers and for brand recognition in a crowded market place.

Kenroc were asked to evolve the RacingLine brand by improving their R-bar logo to include the RacingLine name and developing a flexible approach to ensure it could adapt to incorporate the name of other divisions of the business. The new logo would need to work in a range of environments from online to print and from livery to packaging.


The solution

We designed a new striking and complimentary name holding bar that sits neatly under the R-bar retaining the dynamic angles of the original design. The new logo is bold, confident, assertive and assured. The logo has brand flexibility making it future-proof for a growing business. The design has three variations to ensure it works on a left, right or central locations and works brilliantly when scaled up for vehicle livery or scaled down for social media use.

Branding development for Racingline
Branding typography for Racingline
Branding development for Racingline
  • Absolutely delighted with the logo work - love it. Top job!

    — RacingLine
Branding development for Racingline
Branding development for Racingline

Share this project:
Share on Pinterest
Related projects
All Projects