FAT Karting League’s new gaming-inspired identity aims to get young racers onto the track

Every Formula 1 driver started out in a go-kart. It’s the first step towards a professional career in motorsport – but at a spiralling cost to parents. The FAT Karting League (FKL) wants to change this. Co-founded by Formula 1 engineer Rob Smedley and founder of FAT International Ferdi Porsche, the programme reduces racing costs by 96 per cent. It aims to make karting more accessible to children from low-income backgrounds, as well as girls and underrepresented groups in motorsports.

The league’s new identity, created by Amsterdam Berlin, reflects this mission. “From the beginning, we knew we needed a brand that would resonate with both young cadets and seasoned racers alike,” says design director Luca Iriti. They also wanted to produce a timeless and inclusive design that would speak to children and families of all genders, ethnicities, and financial backgrounds.

To do so, the team merged the aesthetics of real-world racing with the playfulness of 1990s gaming culture. After all, “racing needs to be fun”, says Luca. The research process pulled inspiration from Sparco safety belts, SEGA game covers, and console joysticks, blending the dynamism of motorsports with nostalgic gaming aesthetics. They also looked at historic liveries – paint schemes and sticker designs used on F1 cars – which inspired bold type elements like ‘FFWD’ and ‘FAT Change’. All of this reflects the organisation’s forward-facing ethos. As Ferdi Porsche has said: “The first female F1 champion will come from FAT.” For the logo, they retained the core structure of FAT International’s existing mark, while introducing a modern update with Source Type’s Rapid typeface – a subtle nod to racetrack geometries.

The karting league’s original identity featured a bright neon green, while F.A.T International’s brand uses a primary red. “We followed this tradition of using primary colours,” says Luca. “We selected a blue tone that matches F.A.T. International’s red in vibrancy, helping FKL feel part of the same family.” To distinguish the different age categories within the league, the designers also introduced three game-inspired accent colours, subtly differentiating the racing gear. All of this is captured in a striking campaign shot by Christian Bravo.

When designing for young people, one main challenge was to ensure it never felt juvenile. “We had to create something that is appealing to kids without feeling childish… to make sure that the brand speaks to them on eye level and takes them seriously as young athletes,” says Moritz. “No kid wants the children’s version of Ronaldo’s boot – they want the real thing.” And with this launch, that’s exactly what they got.