2010 Hot Wheels Logo Re-Design

A letterform collaboration by Bill Concannon and Doyald Young. Over ninety sketches were done on the flame silhouette alone. The previous mark, although needing a refresh at the time had an element of speed that the 2010 newly design iterations could not match. In time the logo passed the speed test and perhaps more importantly brought back the essence of the original 1968 logo which displayed the wheel within the design. The hand lettering proved to be a fun challenge and we reached out to renowned typographer Doyald Young who was gracious enough to sketch out a few iterations, specifically the tail end double ‘e’’s and ‘s’.