Background
TommyDanger is the personal brand of a Mid-Atlantic motorsports personality, mechanic, and racer Tommy Ivic. Behind the name is a full-service automotive shop Tier Car Care based in Windsor Mill, MD. Tier Car Care handles everything from daily driver maintenance to full race builds. Alongside an active racing career is an ambitious goal to race on every track in the continental United States. The challenge was building a brand identity and web presence that could hold all of that together shop, racer, content creator without losing the personality and edge at the center of it all.
What I Did
I developed the TommyDanger logo, full visual identity, photography, and website, creating a brand that captured the energy and authenticity of the motorsports world while remaining functional for a real business. The logo needed to carry the personality of the name: fast, bold, and a little dangerous (hence the nod to BMW’s dynamic stability control warning icon) while working across every surface from a race car door to a website header and the photography sought to bring it all to life.
Why It Worked
Motorsports culture has an immediate radar for what's authentic and what's been imposed from the outside. By building the brand around Tommy's actual personality and the real world of the shop and track rather than a generic automotive template the identity felt earned.
Logo Design
