THE CHALLENGE
With the barcode gone, Ducati was left with a reduced visual toolkit. The challenge was to imagine a MotoGP side team defined only through the Marlboro palette, without relying on any graphic device.
With the barcode gone, Ducati was left with a reduced visual toolkit. The challenge was to imagine a MotoGP side team defined only through the Marlboro palette, without relying on any graphic device.
THE INSIGHT
At its core, identity doesn’t need to be explicit.
Color alone can carry recognition.
At its core, identity doesn’t need to be explicit.
Color alone can carry recognition.
THE IDEA
Ducati D-Side.
A speculative side team built entirely on color and composition.
Red and white become the only carriers of identity.
Ducati D-Side.
A speculative side team built entirely on color and composition.
Red and white become the only carriers of identity.
The generative livery options, developed through Proce55ing, strip every main sponsor asset back, except colours.
THE RESULT
A concept that reduces branding to its most minimal form, where presence is defined by what remains, not by what is shown.
A concept that reduces branding to its most minimal form, where presence is defined by what remains, not by what is shown.
client: MARLBORO RACING GLOBAL
agency: LEO BURNETT
agency: LEO BURNETT
