A rounded, buoyant wordmark sits at the centre of the identity, inspired by 'the contrast of curved and straight lines on the racetrack', says Loli Vaccaro, designer at Athletics.
Uplifting Alba's first name was a conscious choice from the studio, actively going against the tradition in F1 (and wider sports) of referring to sports people by their surname - 'distinguishing her in a domain where last names are normative', says senior executive Lars Hemming Jorgensen.
The wordmark is intended to be memorable, with a 'hint of femininity' that sets her apart from other drivers - but its 60s energy and feel also harks back to traditional, emulating vintage motorsports logos.
'This strategic branding does more than enhance her visibility - it attracts partnerships that align closely with her values and mission, positioning Alba as a pivotal figure in shaping motorsports' future,' says Lars.
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