Client
Apex Malaya™
Role
Brand Designer
Services
Visual Identity
Year
2026
Overview
A racing brand that looks fast standing still.
Apex Malaya is a racing car brand. Motorsport lives on speed and precision, so the identity had to carry both without leaning on tired racing clichés. Bold, sharp and built for motion.
Strategy
Three decisions set the pace.
Speed had to show up in the whole system, not just the logo.
Build motion into the letters
Custom letterforms that lean forward and read at speed. The wordmark feels like it's moving even on a static page.
Own a hot palette
Red and orange for heat, energy and performance. Impossible to miss on livery, kit or screen.
Design for speed
Built to work on cars, merch and digital. If it doesn't read at speed, it doesn't belong.
Process
How it came together.
01
Discovery
Studied how motorsport brands use speed, contrast and type. Listed the clichés to avoid.
02
Direction
Set the tone: modern, aggressive, precise. Performance first, decoration never.
03
Letterforms
Drew the wordmark from scratch so the letters themselves carry the motion.
04
System
Extended the mark into color, type and graphics for livery, merch and digital.