The visual identity for Force Indy embodies its mission as a catalyst for change in motorsports, particularly within open-wheel and IndyCar racing. The logo symbol features an “F” in motion, resembling a flag or “delta wing” to signify progress and transformation. The flag’s lower arm subtly points toward the “R” in “FORCE” symbolizing race and racing. The wordmark is based on the Idlewild typeface, enhanced with custom modifications—curves, rounded edges, and open shapes in the letters “f” and “e”—to convey a sense of aerodynamics and speed.
The visual identity for Force Indy embodies its mission as a catalyst for change in motorsports, particularly within open-wheel and IndyCar racing. The logo symbol features an “F” in motion, resembling a flag or “delta wing” to signify progress and transformation. The flag’s lower arm subtly points toward the “R” in “FORCE” symbolizing race and racing. The wordmark is based on the Idlewild typeface, enhanced with custom modifications—curves, rounded edges, and open shapes in the letters “f” and “e”—to convey a sense of aerodynamics and speed.
Our team designed custom numbers to complement the forward motion of the Force Indy symbol. ’99’ was the first number used by the race team as a tribute to Dewey “Rajo Jack” Gatson, an African American race pioneer who yearned to compete in the Indianapolis 500 with this same number, but was denied the opportunity.
Applied to crew uniforms, driver suits, and the Force Indy race car, the bold 99 sparks conversations about African Americans in motorsports.
Since 2020, RLR has extended the Force Indy brand to diverse print materials as well as the built-environment. From marketing materials, to fan apparel and hero cards, we take pride in creatively expressing Force Indy’s message and helping to celebrate key milestones along the way.
