Brand Strategy
Logo Design
Brand Identity

Client: Türkiye Otomobil Sporları Federasyonu (TOSFED)
Creative Director: Onur Gökalp
Strategy Director: Hatice Çağlar
Project Director: Elif Abidinoğlu
Art Director & Designer: Oğuz Can Yazgı
Graphic Designer: Naci Mert
Motion Designer: Zakaria Bekheddouma

Racing brings together passion, speed, mechanics, courage, hope. It is a culture that is as inspiring as it is thrilling. A culture that demands nerves of steel and state-of-the-art vehicles. Yet like most national institutions, TOSFED (Turkish Automobile Sport Federation) had an identity that missed the mark on the excitement and dynamism they strive for.

We worked closely with the TOSFED team to level up their brand presence and reflect their future-oriented vision. Our brief: to transform TOSFED as a beacon of inspiration, pride and sportsmanship. We stylized the crescent and star from the Turkish flag to design a striking emblem. A perfect blend of national pride and racing passion. The crescent from the emblem became the twists and turns of a racing track as we expanded the branding system. In the end, the refreshed TOSFED emerged as the epitome of motorsport excellence – a national platform unearthing future racing champions.

The Challenge

The primary challenge in redesigning TOSFED’s identity was balancing the rich heritage of Turkish culture with the high-energy, futuristic world of motorsport. The task was to avoid cliches while still honouring national symbols in a fresh and exciting way. We needed to ensure the new design did not stray too far from recognisable motifs, thereby maintaining a connection with the audience’s sense of national pride. Another significant challenge was the integration of this new identity across various platforms and touchpoints, ensuring consistency and impact. Each element of the branding needed to communicate speed, precision, and dynamism, essential attributes for a motorsport federation poised at the forefront of racing innovation.

Our Approach

At Monroe, our approach to reinvigorating TOSFED’s brand identity was both strategic and creative. We began by immersing ourselves in the world of motorsport to truly understand the essence and spirit that drive this sport. Collaborating closely with the TOSFED team, we sought to infuse the brand with the adrenaline and vibrancy inherent in racing. Our creative process involved deconstructing traditional symbols associated with national pride — specifically, the crescent and star of the Turkish flag. We reimagined these elements in a modern and dynamic style that symbolises both the heritage and future aspirations of Turkish motorsport. This approach allowed us to craft an emblem that is not only visually striking but also deeply meaningful, resonating with fans and athletes alike.