ABOUT

CHALLENGE
Bicester Motion is a 444-acre world-leading business estate in the heart of Oxfordshire’s ‘Motorsport Valley’. As a rapidly growing community of more than 50 businesses working across mobility technology, the former RAF bomber station homes industry leaders like McLaren and Polestar.

With ambitions to become the world’s leading mobility technology community by 2035, Bicester Motion needed an identity that reflected both its expanded operating scale and the calibre of brands in its tenant portfolio. As an organisation with multiple subsidiaries – like Bicester Heritage, host of events like the Flywheel and Scramble – as well as plans to open an on-site luxury hotel, the new brand also required an easy-to-navigate architecture.

SOLUTION
Bicester Motion’s visual identity needed to feel world class and timeless. To capture its ambition to redefine the future of mobility and bring motion to the brand, we designed a logo that symbolises the convergence of horizons – a meeting point of mobility pioneers from the past, present and future.

Using the horizon angles from the marque, we designed visual triptychs that act as storytelling devices. The design system demonstrates an understanding of who Bicester Motion is by capturing its physical environment and the innovative mobility futures it continues to shape. To support the business’ brand architecture and bring consistency to its growing portfolio, we designed a roundel holding device for sub-brand use.

IMPACT
The new identity boldly represents Bicester Motion’s future and spotlights its role in advancing mobility innovation. The new logo serves as a powerful icon across the on-site experience, enhancing the brand’s presence while reinforcing the thread of motion that connects the Bicester Motion community. The new brand is set to launch in January 2025.