Neverlift and Grobnik Track Day: Two Connected Brands, One Visual Language
Decisions on the track are made quickly. Brand recognition, however, is built over years.
Neverlift and Grobnik Track Day are two connected brands operating within the same automotive environment, speaking to a similar audience and sharing a strong connection to the driving experience at Automotodrom Grobnik.
That connection was not clearly reflected in their visual communication.
Our task was not to carry out a complete rebrand or discard everything that had existed until then. The idea was to carefully refresh both identities, retain a connection to their previous visuals and create a clearer visual relationship between the two brands.
A refresh, not a complete restart
For brands that already have an established audience, the most radical change is not always the best solution.
Neverlift and Grobnik Track Day had already built a certain level of recognition. Their existing visuals had appeared across social media, events and other materials that audiences had learned to associate with both brands over time.
An entirely new identity would have erased part of that value. We therefore approached the project as a visual refresh.
We retained the recognisable elements of the existing identities while refining and modernising them, with a focus on greater visual consistency and a stronger character. For Neverlift, we also developed a brand manual that defined clear rules for the future application of the identity.
The objective was not for audiences to see two entirely new brands, but more mature and professional versions of the ones they already knew.
A subtle connection to the previous visuals
A good refresh does not attempt to hide a brand’s past.
Its value lies in carrying existing recognition into a stronger and more sustainable identity.
For Neverlift, the recognisable character of the existing logo was retained, while the construction and character of the letterforms were made more consistent. The rhythm and cohesion of the wordmark were also improved. New connections and extended lines give the identity a more contemporary, dynamic and distinctive racing character.
Audiences already familiar with the brands can still recognise them, while the refreshed identities feel more contemporary and consistent, with a stronger visual character.
An identity does not need to literally depict a car
Automotive brands often try to explain their entire business through a single symbol.
A car, a track outline, a wheel, a flag and a web address can easily end up within the same logo. This was the case with the previous Grobnik Track Day logo. Such a mark may contain a large amount of information, but it can quickly become visually overloaded and less flexible in application.
For this project, we did not want the identities to look like descriptions of the services.
The Neverlift name already carries enough character and a clear connection to driving. Grobnik Track Day clearly communicates its purpose and location. The refreshed identities therefore did not need to explain every aspect of the brands’ activities.
Typography, colour and the character of the logos work together to communicate a sense of speed, precision and belonging to automotive culture.
Clear rules for consistent application
The Neverlift brand manual includes:
logo versions and application rules
clear space and minimum size requirements
approved colour variations and examples of incorrect logo use
the colour palette and typographic system
additional graphic elements
examples of applications across printed materials, clothing, teamwear and merchandise
Its purpose is to reduce improvisation in everyday use and ensure the consistent application of the logo, colours, typography and graphic elements across different formats.
Trackside advertising design
As part of the project, we also designed two advertising surfaces, each 12 metres wide, installed at Automotodrom Grobnik.
At the client’s request, the surfaces were designed to serve not only as advertising but also as photo points for cars, drivers and visitors. Their design is visually aligned with the refreshed identities of Neverlift and Grobnik Track Day.
