Downshift Energy
Project name: Downshift Energy
Project type: Logo guide & brand assets
The goal: Make a concept for an auto-racing inspired energy drink brand, focused on providing a reduced- caffeine alternative to traditional energy drinks.
Work of concept
Design rationale: The H and lightning bolt logo mark takes inspiration from a classic 4-speed H-pattern manual transmission shifter, with the lightning bold drawing a line representing a “downshift” between gears 3 and 2. The bold text for DOWNSHIFT ENERGY felt natural to represent such a high-octane brand, which is also where the inspiration for the vibrant yellow and red colorway came from. Each “acceptable variation” of the DOWNSHIFT logo presented in this guide contains boldness and energy, whether that’s through font choice, shape, color, or a combination of all three.