"RaceYa is a community of curious kids united by play, creativity and discovery. We use fun, fast customizable cars as a vehicle for STEM, teaching kids about science and engineering. Our toys aren’t designed for the kids who know it all, but the kids who are excited to see what they can do."
The concept of “learning by doing” is core to the Raceya! brand. In updating the brand identity we wanted to focus on playfulness, education, and motion. We kept the vibrant colors and wordmark of the original brand. Moving away from the black turnkey, we wanted to focus on a form that children would be more familiar with and would be reinforced by the product. We iterated on an abstracted trefoil form knob found on the racecar; a symbol of its customizability. In our development we tested different ways to communicate complicated systems, moving parts, and scientific elements. We paired down the number of parts and colors in order for the trefoil icon to be used in various contexts and scales. In the end, we went with an icon that utilizes the negative space to capture the movement and number of parts.