A refresh of Turner Motorsport’s livery program began with updates to the team’s existing brand identity followed by applications to liveries and apparel. Turner’s racing program is a testing ground for newly developed aftermarket BMW parts. We took the opportunity to use the transporter livery as a moving billboard to promote the business by emphasizing consumer products and use with hints at the operation’s performance based racing heritage. Among the challenges was preserving the integrity of the BMW brand while seamlessly integrating Turner as a preferred partner. The instantly recognizable blue and yellow color combination would be the one constant in terms of initial direction; and the defining element of the identity system – Turner’s distinctive stripe pattern – was redesigned, combined with the team name, and would become the signature of all subsequent livery evolutions. Graphic implementation had to be maintenance friendly on all race cars, and graphics were simplified with cut vinyl application over a solid painted base.
