• Creative Direction
  • Content Strategy
  • Branding & Logo Development
  • Website Design/Development


Gordon Johnson, driver of Honey Badger Racing, partly inspired by a mock “National Geographic” humor documentary that went viral on youtube.com. Johnson was looking for a logo that best represented his team and was versatile enough for cross merchandise branding to help promote his team.

The existing logo was too complicated and difficult to replicate across various mediums and did not have the sleekness and sophistication of a racing brand.


Taking the idea from the original logo to create a mascot for the team, a group of ICON Imaging illustrators began conceptualizing a mascot that best conveyed fast, daring and distinguished. The logo was coupled with dramatic imagery and used for the website, print material, and merchandise.