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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