Belmont Carrera is a wholesale auto dealer and engine building service provider for Porsche cars.
This project was interesting and challenging not least because of my admiration for Porsche design. The Porsche 911 is one of the greatest works of 20th century design. While Dieter Rams is deservedly recognised for his impact on modern design, the Porsche design team had no lesser impact.
So I wanted to approach this task respectfully and seriously, and genuinely attempt to reach a mark that could stand upright amid that heritage.
Perhaps the most recognisable element of the Porsche 911 is its tailgate. Taking a cue from the wrap-around brake lights often seen on 911 designs, I constructed a B plus C monogram.
The tapered curves — not unlike the actual tailgate of the car — give a three-dimensional effect, adding depth and beauty. Meanwhile, the mark is paired with an elegant sans serif, to complete the premium feel.