Formula 1 for the Tech Community
When you’re driving slowly with nothing to chase, no one will cut you off at the turn, but no one will notice you either. But when you know why you’re hitting the gas, whether you like it or not, you leave tracks behind. And those tracks will be followed by fellow adventurers.
This metaphor isn’t about breaking traffic laws, it’s about the Roosh Circle community. A sequel to the parent brand Roosh, it stands as a story of its own. But if you’re familiar with the first chapter, you’ll spot even more callbacks.
Circling the Idea
So, Roosh Circle. Basically, a circle of like-minded people, but on a global scale. Maybe you’re building an app to finally outshine Telegram and need a strong developer who’ll either back your idea or tell you straight up why it won’t work.
Or you’re looking for an investor who won’t disappear after a party, or a marketing lead who won’t burn through that same investor’s budget. Usually, these people are scattered across different companies. But Circle brings them together, at an informal event somewhere in Europe, where real connections happen.
Sounds big. Now it’s time to tell this story through design and branding.
Concept
The key inspiration came from Roosh and Roosh Ventures, where the core aesthetic is rooted in racing games.
Roosh Ventures took speed boost arrows, because they boost the projects they invest in. Roosh itself went with a racing flag, signaling the starting point for new players and investments.
Roosh Circle carries the racing theme forward, building its visual identity around tire marks on the track. This not only echoes the Circle name but also hints at the scale of its events. But the design of Roosh Circle needs to say one thing loud and clear: there’s no time to overcomplicate.
So, we created a tire mark brush, giving the brand the freedom to quickly customize anything in its design.
Took a Wrong Turn
The idea of fun parties gave us a few bold options that could grab attention. But we lost the sense of global appeal and simplicity because, first, it was a community of professionals, and only later came the drinks at the afterparty. We did manage to maintain the balance between clarity and energy, but it took a few iterations.
Orange means warmth
Business aside, communication should feel warm. That’s why we built on the existing Roosh palette, focusing on yellow and orange. We dialed up the saturation to add more energy and made orange the primary color. To create extra accents, we complemented the palette with green, blue, and pink.
Logo and Typeface
Our typographic inspiration came from sports and racing events. Typically, these involve tall, bold fonts that “shout” about themselves. We did just that because the brand needs to be “heard” all over Europe.
The secondary font wasn’t limited to a dry grotesque. It might seem difficult to read for long texts, but that’s the beauty of Roosh Circle — the brand communicates in a big, bold way, almost like shouting slogans at sporting events.
The logo is also about character and bold lettering. The base is similar to the primary font but more minimalist and confident. Together, both parts of the text form a solid block, with arches that resemble the shape of the letter C (guess why).
Highlights
Big strokes and tire marks to add more expressiveness and simplify the task of what will be on the merch.
The world turns in circles
Wherever Roosh Circle steps, it will leave a recognizable mark — whether it’s on social media or on a member’s t-shirt you spot at a gym on another continent. Because the world is round, especially when you’re in your Circle.
Creative director – Alex Twista
Design Director / Designer – Masha Bystrova
Web Designer — Zhenia Zavyshynets
Developer – Valerii Viachalo
Project manager – Anna Partyn
projects
