Memento Exclusives are curators of high-end sports memorabilia. The brand was founded when owner Barry Gough (who at the time was a senior engineer in Formula 1) saw a market selling used bits off of cars to Uber-fans in his hotel room after races which first took place at the 1994 Adelaide Grand Prix. The brief was to deliver a premium logo and word-mark that expresses a craft and taking the very fabric of the business of taking something and re-engineering it. Cutting it up and presenting it as a piece of art. We felt it was imperative to harness the heritage and the beginnings of the brand and knit this into the logo. As F1 and this circuit play such an intrinsic part to the DNA of the brand this is where the heart of the brand started and we began to explore the 1994 Adelaide GP circuit, understanding the most popular corners where the best action would have taken place. We took the iconic track and its famous corners and straights to create a bespoke monogram and type face for Memento which delivers a sense of movement and action without tying itself singularly to F1 but with a level of precision and craft that the sports themselves deliver. Each letter and character in the typeface is cut from the Adelaide track, repurposed as a structure to the font which reflects the very thing that the brand do, precisely positioned and re-positioned to craft each elements of the brand. Crops of the shapes made by the tracks then deliver a graphic background and playful element to explore and have fun with.