BRIDGING THE GULF. The iconic motorsports brand that spans half a century.

From Steve McQueen to James Bond, Gulf Oil’s signature powder blue and orange sports car livery has a unique endurance racing heritage.

Triple Crown Kings

Although many photographers captured images of Secretariat during his amazing Triple Crown season, no one preserved the quintessential moment of that run like Neil Leifer.

A DARK AND STORMY KNIGHT – PART TWO. Shedding light on the new Vegas NHL franchise branding odyssey.

As the Vegas Knights look to win hockey’s ultimate prize in their very first season, the effects of some questionable branding decisions have left a few chinks in their armor.

Under A-Cheever?

For a branding designer and die-hard motorsports fan, the opportunity to create a complete Indycar sponsorship program from scratch was the project of a lifetime.

A DARK AND STORMY KNIGHT. Shedding light on the new Vegas NHL franchise branding odyssey.

Despite the stellar inaugural season the NHL expansion Vegas Golden Knights are throwing down, a dark cloud threatens to tarnish the shine of their branding armor.

Court Appearance

Ohio State is asking fans to help decide what the Buckeye basketball court will look like next season. A great idea in theory, but in this case achieving the best result isn’t necessarily going to be a slam dunk.

Tragic Hero.

Roberto Clemente is a baseball legend and a humanitarian who lost his life in the service of others. But he also left behind lasting images of a baseball Adonis, who for over a decade, wore what I think just might be the finest major league uniform ever.

Throwback? More like throw up.

From 1974 to 1978, two teams came and went from the National Hockey League, leaving behind dual legacies of losing records and pathetic attempts at pro sports branding.

New Sport Coats

With a nod to their role in revolutionary war history, the Philadelphia 76ers’ Delaware G-league affiliate announces a name change and a compelling new visual brand.

A Big F1op.

I’ve been a serious Formula One racing fan for almost half a century, but the new logo that rolled out of the garage for the 2018 season is a disappointing new brand for the so-called pinnacle of motorsport. It was created by Weiden + Kennedy London for Formula One’s first-ever (seriously?) director of marketing. The…