Sports entertainment brand E1 is the world’s first all-electric raceboat championship, founded on three core principles – sustainability, technology and entertainment.

Passionate about healing coastal waters around the world, E1 believes that the spectacle of racing should be sustainable, and that the marine transportation industry needs to catch up with the automotive world in adopting electric power.

Designed to amplify the eco-credentials as well as the thrill of the sport itself, we created a vibrant identity system that transcends tired cues of sustainability and doubles down on the entertainment value and potential for mass appeal of the brand. This includes a new logo that embodies the fluid, innovative and electrifying characteristics of the E1 Series; a bold colour palette inspired by the vibrant underwater world; and a custom typeface, E1 Roobert — featuring 27 specially crafted characters, designed to reference the movement the E1 RaceBird boats.