Racing guru and business coach Frank Smith hired Qubit to create a unique logo—one inspired by his affinity for car racing while remaining true to the professional and sophisticated nature of his operation: Driving Happiness at Work.

To achieve the desired look, numerous tire tread styles—mostly derivative of formula 1 tire treads—were thoroughly explored. An otherwise clean and sleek icon was given personality and grit with a gradated texture. A forward-tilting wordmark further lends to the movement and energy of the brand.