BYTE | BRAND IDENTITY & VISUAL SYSTEM | TECH/ESPORTS

THE BRIEF Byte is a sim racing team based in Rafaela, Argentina. The brand needed an identity that could connect competitive gaming with motorsport culture while expressing the team’s strong relationship with its hometown. My scope included the complete brand identity, a custom wordmark, merchandise and T-shirt designs, social media applications, website UI and a detailed brand manual to keep the system consistent across every touchpoint. THE INSIGHT Rafaela is home to one of Argentina’s oldest and most recognizable racing circuits, known for its distinctive oval shape, steeply banked curves, and high-speed character. Instead of relying on generic esports aesthetics, I used the circuit as the conceptual and structural foundation of the identity. This created a meaningful connection between Byte’s digital environment and Rafaela’s motorsport history, giving the team a visual language it could genuinely own. CREATIVE AND VISUAL DIRECTION I designed the logo around the oval geometry, movement, and characteristic inclination of the Rafaela circuit. The same angle informed every rounded element throughout the system, creating a consistent visual rule that connects the wordmark, graphic shapes, compositions, and applications. I drew the wordmark lettering specifically for Byte, combining curved forms with a condensed and italic structure to suggest speed, direction, and forward movement. Rather than using an existing typeface, the custom construction gave the brand a distinctive asset designed around its own concept. I paired black and white with a focused violet palette, gradients, and digital textures to connect the technical world of sim racing with the expressive energy of competition. I then documented the full system in a brand manual, establishing clear rules for the logo, typography, color, graphics, merchandise, and social media. THE OUTCOME The result is a distinctive identity that connects Byte’s competitive digital environment with the racing culture of Rafaela. Because the circuit’s geometry functions as a system rather than a single visual reference, the concept remains recognizable across both small digital formats and larger physical applications. The custom wordmark and supporting visual rules give the team a consistent, ownable presence across social media, apparel, merchandise, and future brand touchpoints.