M-Sport, headed up by legendary British Rally World Champion, Malcolm Wilson OBE commissioned Automotive branding experts WDA Automotive Marketing, to evolve the M-Sport identity to create a brand that would be used on their commercial range of performance edition cars and vans. With WRC championship titles, an enviable driver line-up that included multiple WRC World Champion, Sébastien Ogier, retaining a visual link to brand M-Sport was critical. Customers of the performance vehicles want to buy their own slice of that world championship spirit.

After creating a range of ideas to help M-Sport achieve their vision, the team at M-sport settled on ‘MS-RT’, an automotive inspired abbreviation of ‘M-Sport, Road Technology’, a considered piece of Automotive branding that helps explain to the customer the transfer of Rally Technology to the Road. The visual aspect of the identity took elements of the M-Sport brand. A simplified and instantly iconic version of the chequered flag that works across all the applications, particularly on Sébastien Ogier’s WRC livery!