design: Matt Moore
The Lamley Group are toy car curators and influencers who showcase diecast cars from around the world via their website, Facebook, Instagram and YouTube channel. This project was special for me because Hot Wheels™ were not only my favorite toy when I was a kid they exposed me to the world of commercial art.
I wanted to create an easily recognizable ID that would could be appropriate on a Ferrari or a old pickup, and if possible I wanted it to tell a story. It needed to be simple too if it was going to be legible as a sticker on a tiny matchbox sized car. That's pretty much the size of a flea. I also wanted it to have a timeless look so it would seem established. It would after all need to look appropriate next to cars from every era.
The "L" was fused with the #1 to suggest it comes from racing pedigree. The letter form is supported and enclosed to mimic the cars displayed in a jewel case. When I was happy with the results I ran it through the paces to see if it could be at home next to both the Ferrari and an old gasser. It passed the test and the client was thrilled with the results.