Which is more important? Going fast or looking fast?

Which is more important? Going fast or looking fast? This is a question that has been asked increasingly over the past decade.

I have been involved in motorports for most of my working life as a designer, cutting my teeth in the early days of a certain ‘festival’ down in that lovely part of the world, Chichester. Over the years I have noticed an increase in the importance of ‘looking good’ at the circuit, and off of it too. So in answer to the above question, I think that nowadays it is important in equal measure. Granted, looking good doesn’t win races but going fast does, however being the best looking second, third or tenth team has its advantages too.

The reason for my ramblings? Well, having experienced motorsports from every conceivable angle, there is quite a lot of ‘last minute – oops, need to get that done’ going on in teams, which can be avoided. This could be livery design and install, walling, clothing, promotional literature or sponsorship proposals to name just a few.

I have worked both as a freelance designer and in-house for race teams, and I spent a lot of time pushing to get things ready for the season ahead (which most teams know is coming!). But still things are left to the last minute and this does nobody any favours whatsoever as mistakes are then made, easily. I know that within most teams there are much more important things to be done… all the noisy and greasy stuff! But having a clear and defined plan to ensure that everything is completed on time takes the pressure off an already pressurised environment.

“A good marketing and design team within your race team is paramount to success”

I work with Oxford Brookes University along with other agencies to get the message across that a good marketing and design team within your race team is paramount to success in any form of motorsports. Designing the look and feel of a team is a huge task to take on.

And the elephant in the room of course are the costs involved. I am trying to educate the ‘younger ones’ at the University that getting as much of this in-house is key. This gives you the advantage of being one step ahead and being able to react by getting design work turned around in a much shorter timeframe. This will save money in the long-term, I guarantee that. Nowadays there is no ‘down time’ in the calendar, when you are not racing you’re busy finding ways to go racing! With on-board marketing and design departments, this will become an easier goal to achieve, and with the frenzy that is the world of social media, getting your message across has never been more of a bun fight!

If you get a good designer who is passionate about motorsports then do your best to keep them, they are a rare breed indeed! Then moving on from this build a marketing team that will put those designs to good use.

All in all, think of your design and marketing team as the engineers for your look, and let them create this for you. Maintain it throughout the season and you will be certain to look good while going fast!

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