eSC today reveals the third livery for the upcoming season with team E-Dragon led by Malaysian triathlete Ann Pow. While Ann is used to racing herself – quite literally: swimming, cycling and running in Ironman competitions regularly – this is her first time preparing herself and her team for motorized racing.
As the only Malaysian on the grid, it was important for Ann that her team’s branding pays tribute to her culture, creating a shared ground between her Malaysian and international fans through her brand platform. Centred around the symbol of the dragon, E-Dragon represents strength, honour, success and good fortune.
“I really wanted it to carry a piece of me in it. I think the team has done so well at stylising the traditional “Lóng” (mandarin for dragon) into a very modern cool icon that I think will resonate with a whole new audience.”
The final design features a simple, yet powerful circular red dragon logo with the dragon breaking out of the circle with its muzzle, claw and ears – alluding to the way in which E-Dragon draws on but is not bound by convention. E-Dragon is up for the challenge, just like itsTeam Principal.
The logo is accompanied by a distinct typeface with a lightning bolt integrated into the “E”. The bright red designs a reset on a patterned backdrop that is reminiscent of the scales of a dragon, but simultaneously looks futuristic and playful. The low contrast of the background allows the bright red logos to shine through whilst adding an unconventional wrap around texture that gives the S1-X a gamified look.
“Our Malaysian culture is infused with so many Asian cultures, there are hints of these within the icon, however the font leans very much towards my Malaysian roots. I’m from a place called Melaka, not too far from Kuala Lumpur, if you walk through the old town, you will see so many of my favourite restaurants growing up with a very similar typeface. The lightning bolt, I wish it had some really special cultural meaning, but I just think it’s cool...”
E-Dragon is a fusion of the old and new, an exploration of pushing the boundaries and rearranging them in the spirit of innovation that reflects eSC’s mission to use sport has a platform for positive social impact in inspiring greener, more liveable cities.
Asked how she feels about revealing her own brand to the world for the very first time, Ann said:
“It’s amazing! My entire experience with eSkootr has been surreal, the E-Dragon brand is the culmination of this experience and means so much to me.”
For more livery reveals keep up to date on esc.live and @esc.live on Instagram.
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