97 Project is more than a brand, it’s an ever-evolving culture. A community of innovators, dreamers and enthusiasts that celebrate an attitude of individualism.
The 97 Project logo is a bold and contemporary take on a classic car badge. Based on traditional fonts, the text has been drawn by hand, reflecting the bespoke and human element of the brand. The font pays homage to a rich history of car culture – think the all-American garage of the 1960s. A reflection on individualism, the brand visual language is fluid and changing.