Branding · Motion Design
HELLA FAST
From monotype print to a fully formed identity
See live project →
Meet Hella Fast, a modular typeface built for pure speed. Inspired by the sharp turns and sweeping lines of F1 race tracks, it captures the rush of motion and the precision of performance design. This project pushes the type into a full brand identity system: bold grids, high-contrast layouts, and racing-fuel energy, all driven by the curves and cuts of the letterforms themselves. More than just typography, Hella Fast is a visual engine.
All images are high-quality photographic mockups.
The brief
HELLA FAST started as a type design project, not a client commission: a modular typeface built for pure speed, inspired by the sharp turns and sweeping lines of Formula 1 race tracks. The question was whether a single typeface could carry an entire brand identity on its own, from a monotype print to posters, motion and merchandise, without borrowing a logo or an illustration style.
The approach
Every decision in the system is driven by the letterforms themselves. The curves and cuts of the typeface set the angles of the grid, the high-contrast layouts and the rhythm of the motion work. Rather than designing a logo and then choosing a font, the font is the logo, the pattern and the voice at once. The visual language borrows the energy of racing, bold grids, racing-fuel colour and hard contrast, while staying precise enough to read at speed. The project was presented through high-quality photographic mockups to show the system at real-world scale.
What was delivered
- A modular display typeface with a full character set built on a speed-driven construction logic
- A brand identity system derived from the type: grid, colour, contrast and layout rules
- Motion design: animated type studies that turn the letterforms into a visual engine
- Application mockups: posters, print and merchandise showing the system in use
The result
The result proves the premise: HELLA FAST works as a visual engine, not just a font. One typeface generates a complete, recognisable identity that holds together across static and moving formats. It remains one of the clearest demonstrations of how I approach branding: find the one idea at the core and let everything else grow from it. That same logic applies whether the core is a typeface, a laurel symbol or a founder's story.
