The Jaguar I-Pace eTrophy racing series is a battery electric zero-emission international motor racing series supporting the FIA Formula E Championship which began in 2018. Teams compete in a race-prepared Jaguar I-Pace, also bearing the same name as the series, with the races taking place on selected Formula E weekends.
A look and feel had already been developed for Jaguar Racing. As the I-Pace eTrophy was also part of Jaguar Racing our challenge was to retain a common design language but create enough visual differentiation to enable distinction.
A new design system was developed with the emphasis on Asphalt grey and Phosphor blue as the lead signifiers for the Jaguar I-Pace eTrophy brand. Principles were created for logo relationships, typography, the graphic device, photography and co-branded material.