southern california lemon racing department

“flip the car, flip the track”

This project is dedicated to Sclemonracing, a student-organized club at the University of Southern California focused on competing in the “24 Hours of Lemons,” a renowned racing competition in the US. The event showcases unique beater racecars crafted under a strict budget of 500 dollars. Alongside my partner Yeojin Choi, I co-founded this club to unite racing enthusiasts and innovators within our university community. Serving as the graphic designer, I was tasked with crafting the logo, shaping brand aesthetics, and maintaining a consistent visual identity across all club communications and platforms.

The logo design draws inspiration from the world of racing, particularly from the Toyo Tyres. Infused with creativity and an unconventional spirit, the slogan “flip the car, flip the track” is prominently featured, reflecting the club's distinct identity. At the logo's core is a wheel, symbolizing the shape of a lemon, aligning perfectly with the theme of the upcoming competition that the club aspires to enter.

branding sketch graphics

The 5 images below showcase quick idea sketches for club aesthetics inspired by the "24 Hours of Lemons." This unique event highlights beater cars and unconventional racing rules, influencing a campy and offbeat vibe for the brand aesthetics.