Michael Endreola

Design – Art Direction – Branding

Hot Wheels Logo

I was lucky enough to be able to work on such an iconic brand mark as the Hot Wheels logo. It was a designer’s dream come true to be able to take a step back take a full audit of where a brand is at, and see where the designs would take me. It started as a pretty open propostion: update/redesign the Hot Wheels logo, and make sure we can have consistency across all touch points of the brand. This process was not taken lightly. It was a very deep dive and a project that took months, and dozens and dozens of options to go through. In the end, we were able to get it to a place where the brand leaders felt like it evolved to the perfect place and were excited and happy to begin the new generation for Hot Wheels.

The final logo. Streamlined, more sleek and faster looking while retaining equity in the brand and it’s legacy. Just like Hot Wheels cars themselves. The fire effects, bevels, and shadows were shed to focus it down to a more clear, impactful place.

Part of the brand audit process.

More than just a color change. Careful detail was put into evolving and refining the flame edges of the logo. The refinements of the shape were meant to make it feel faster, and more streamlined.

While many many variations and wide range of options were explored we landed on the keeping the letterforms as is, with cleaning up and refining them to better fit inside the flame.

logo in action so far

First time on a car. Unveiled at SEMA. Car design credit: Hot Wheels design Photo credit: car-revs-daily.com

6 foot wide chrome badge version of it on display.

In store


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Torrance Crossfit

Logo and Branding for my home away from home Torrance Crossfit.

The logo is based on the idea of the box. Not just literally the 4 walls that make up Torrance Crossfit, and the boxes we jump on and over. The logo is meant to feel like a shield or family crest because this place we visit is more than a gym to get a workout. It's our community, and something we want to represent proudly.

Assets and Branding Guidelines

Part of the process

Jamie Hagiya showing us how it’s done. (Photo credit: @funning)

Thanks for looking

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Collection of logos

Hot Wheels

Torrance Crossfit

Team Hot Wheels Animation logo

Neal Bloom Consulting

Personal Logo

Hot Wheels Fearless at the 500

Hot Wheels Double Loop Dare

Hot Wheels Test Facility

Fresh Pots!

Red Bull Event Logos

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Fresh Pots!

Logo and jersey design for possibly the greatest frisbee team of all time. Inspired by one of the greatest rock icons of all time.

The idea for the team name, and logo came from our obsession with Grohl’s awesomeness in general but more specifically from this video.

The sketch came from this magic moment of him yelling “Fresh Pots!”

Jersey Designs


I made some hand pulled limited edition screenprinted posters

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Hot Wheels Fearless at the 500

Logo design and event branding for “Hot Wheels Fearless at the 500”. Live on ABC from the 2011 Indianapolis 500 Tanner Foust shatters the world record with a 332 foot jump off of a 100 foot door in a Team Hot Wheels Truck.


Watch the Record Get Smashed.

Event Signage

Drop in.

Take off.

Co-Branded Billboard with IZOD in Times Square.

Lobby Display Banner

Fearless at the 500 Lobby Banner

8 Foot x 8 Foot Banner

Fearless Lobby display with 25 foot replica of the stunt.

Holding the Cut out logo from the Lobby Display

Animated Fearless logo as it ran on the ABC Broadcast of the Indianapolis 500. (Animation by Galaxy 61)

Izod Fearless at the 500 from Doug Johnson on Vimeo.

On The Internets

Hot Wheels definitely made noise with Fearless at the 500. Over 5 million views on youtube in the first month following the jump. It also got blogged about posted a ton right after it happened.

Fearless Youtube Clip

Post on Tosh.0’s blog, and Featured Banners on Jalopnik.com

Fearless Web2

“Ad of the day” Feature on ADWEEK.com, and Featured Banners on Uproxx.com



Trainwreck Logo

I was fortunate enough to work on the logo for the band TRAINWRECK. They had something at the time, but were looking to update the look and develop an identity for the band.

Logo sheet with the variations of it including the simplified one color version, and the alternate train.

I developed a style guide along with the logo to complete the band’s branding.

Which came in handy when they re-did their website. A big thanks to the TRAINWRECK guys for including me in their links ‘FRIENDS OF THE WRECK’ section.