Daniel Nisbet

Bus Stop Content

Bus Stop Content approached me to help establish their brand from the ground-up. They had been providing social media and public relations management services to racing drivers and it was time to create an identity that established them in the motorsport industry.

Taking inspiration from the name, which is a nod to a current section of race track at Daytona International Speedway, I hand lettered a BSC monogram that included the track section in the negative space of the letterforms while maintaining readability to each of the three letters in the initials.

A running joke in the sports car racing industry, we opted for the “corporate racing colors” of red, dark grey, and light grey to round out the brand.