Desert Ghost Racing
Logo
Brand Identity
Website concept
Clothing concept
Event materials concepts
Desert Ghost Racing is a Pocklington-based rally team competing in demanding off-road endurance events around the world, with the Dakar Rally a major focus.
Alongside competing at the highest level, the team has a wider ambition to help secure the future of the sport. By encouraging a younger generation into desert rallying, and making it more accessible to both male and female competitors from an earlier age, they hope to inspire the next generation of drivers. Their aim is to help ensure the long-term future of one of the world’s most demanding and iconic endurance races across the desert.
A realisation that, in order to compete and improve the future of the sport, they needed a strong, modern identity that reflected the nature of the team and could work confidently across race vehicles, clothing, sponsor materials, merchandise and digital platforms.
Our starting point was to explore the character of desert rallying itself: endurance, precision, resilience and the ability to perform in extreme conditions. We also looked at the landscapes, wildlife and culture connected with the world’s major desert rally routes.
During this research, we discovered the Desert Ghost Snake. Its ability to survive in harsh desert conditions closely reflected the qualities needed by both the team and its vehicles, making it a highly relevant reference for the identity.
This led to the development of a single mark combining the form of an off-road rally vehicle with subtle characteristics of the snake. The front of the vehicle creates the main structure, while the eyes and fangs are worked into the design to add a second layer of meaning.
The result is a bold and memorable identity that clearly belongs to the world of rallying, while giving Desert Ghost Racing a visual story of its own.
Every element was refined to ensure the identity remained clear, recognisable and practical across vehicle liveries, racewear, merchandise, social media and sponsor applications.
