GhostLap
(2025) Visual Brand Identity
OLD
NEW
Details
Freelance Project
Services
Logo Redesign
Visual Brand Identity
Who is GhostLap
GhostLap is in an exciting phase of growth! What started as a driver development tool for Indy car racing has quickly gained recognition.
Their current audience includes ambitious amateur drivers, enterprise racing teams (especially their engineers), and professional driving coaches, all using GhostLap video comparison technology to optimize racing performance.
Core Traits.
Trustworthy
Accessible
Empowering
Innovative
Aspirational
Style Words.
Bold
Clean
Dynamic
Technical
High-End
The Prompt
Key Goal. As GhostLap prepared to expand their audience reach and cater to new racing series, the goal was to create a brand identity that communicates confidence, clarity, and consistency.
The rebrand centered on evolving their old logo into a versatile, scalable identity system that positions GhostLap as a high-end, trusted source for performance analysis and skill development, laying a foundation for future growth and marketing efforts.
The Challenge. The identity needed to connect with a wide audience (be approachable for ambitious amateurs yet precise and credible for pro teams and engineers). GhostLap had to move beyond its IndyCar roots and stand as a trusted name across all racing series. And in a sport measured by milliseconds, the brand had to embody professionalism, precision, and forward momentum, transforming from a niche tool into the go-to hub for performance improvement.
Approach.
Much of racing industry branding feels dated (heavy type, cliché visuals, and predictable color schemes). GhostLap’s rebrand aimed to break that pattern with a clean, modern aesthetic that reflects motion, precision, and performance.
The Solution
The Logo Suite. The phrase “Go Purple,” racing shorthand for setting the fastest lap or sector time, became the spark behind GhostLap’s new identity. It represents the pursuit of perfection, precision, and progress that defines the brand. Translating that idea visually, the logo’s structure draws from the geometry of an ideal 90° turn, a key moment where speed and control intersect. By refining the original mark’s dual track paths with this geometric approach, the new logo preserves GhostLap’s roots while adding technical precision and dynamic balance.
Beyond the Logo. The rest of GhostLap’s identity was designed to carry through that same energy, precision, and clarity as the logo itself.
We kept blue in the palette to stay connected to the original branding, but introduced purple as an elevated nod to the racing term “going purple." The colors balance clarity with innovation, capturing both the precision of video technology and the intensity of the sport. The bold gradients and motion-driven tones capture speed and focus, helping the brand feel dynamic and high-performance without losing its sense of control.
Typography follows that same balance. Shader adds a feeling of motion and innovation, while IBM Plex Sans keeps everything clean and readable across digital and print. Together, they build a system that feels confident, technical, and easy to use in real-world applications.
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Gradient backgrounds, custom brushes, and professional, driver centered, imagery round everything out. Together they bring a sense of momentum and driver perspective to the brand and create a visual identity that feels fast, focused, unmistakably motorsport, and distinctly GhostLap.