Author: elisabeth.seiler

Finding a topic for my master thesis turns out not to be an easy task after all. My problem is, I have too many things Im interested in and its hard for me to really choose just one topic, just one werkstück… However, lately ive been trying to think more strategically about it. One thing I know for sure is that Im interested in many kinds of Sports, but overall of course motorsports, and I would love to work in that field. So it just makes sense to kind of position myself in that field with my thesis. But I’ve been also struggling with finding the bridge between that, communication and ofc design. Coming from more of a theoretical communication background, it was hard for me to grasp what the thesis could look like when I also think about my practical work. So, that’s something I want to explore further this semester. All I know is that I love printing (analogue ofc), Graphic design and content creation. Combining this with creating a visual identity or a branding concept sounds like a good plan for now. And I think that’ll build my basis for now.

Bewertet wird im folgenden die Masterarbeit „Der Einfluss von Charakteren im visuellen Storytelling auf das Social Media Engagement auf Instagram am Beispiel der Kosmetikbranche“ von Alexandra Golser aus dem Jahr 2024.

This semester felt like a giant work-in-progress. Not just in terms of design outcomes, but also in how I thought about my topic, my process, and what kind of designer I want to be. Nothing about it was linear, but maybe that was the point.

Key Takeaways:

• Motorsport design follows a narrow visual script
• Moodboards can reveal hidden biases and open creative possibilities
• Visual culture shapes who feels invited to participate in a space

I’ve been looking closely at how different racing series present themselves visually. One that stands out is F1 Academy, the junior all-female driver series. On paper, it’s part of the same universe. But visually, it tells a slightly different story.

As part of my research and experiments, I’ve been paying closer attention to how big motorsport brands, such as F1, position themselves visually. Its current branding, redesigned in 2017, is minimal, bold, and sleek. On the surface, it looks simple. But the more I study it, the more I notice how strategic that simplicity really is. The logo itself (the red double-stroke “F1”) is clean, forward-leaning, and symmetrical, with a built-in sense of motion. It’s basically a design metaphor for speed. There’s no ornament, no shading, no nostalgia. Just movement. This was a big shift from the previous logo, which was black and slanted and had an almost early-2000s video-game vibe. The new branding feels more timeless, more corporate, but also somehow more open. The type system (a custom font, “F1 Regular”) is geometric, modern, and extremely consistent. Paired with a controlled color palette (although mostly red, black, and white, sometimes yellow), it creates a very unified look across all platforms, from digital content to physical event signage. Every element seems engineered to convey speed, innovation, and control.

But what’s most interesting to me is how this branding reflects a cultural shift. DixonBaxi talked in their OFFF keynote about the new F1 visuals that they did about wanting to move away from an overly masculine, exclusive image and toward something more inclusive and futuristic. They didn’t try to make F1 look “friendly,” but they did try to make it look progressive, so more about data, tech, and possibility. Still, even though the branding is more refined now, it still speaks in a pretty masculine visual language. It’s clean and cold. Sharp and confident. There’s very little softness, irregularity, or emotional tone. And while that may align with the F1 brand’s values, it also leaves me wondering what’s still missing. What would it mean for F1 to visually communicate teamwork or emotion or community more clearly? Could it still feel fast, but also more human?

Key Takeaways:

• F1’s current branding is a masterclass in consistency and restraint
• Simplicity in design can carry a strong message
• Visual identity shapes how people perceive not just a sport, but the culture around it

Key Takeaways:

• Slowness can be a design decision.
• Layers and transparency create meaning beyond the obvious.
• Analogue techniques encourage me to focus and stay present.

Key Takeaways:

• Branding tells us who something is for and who it isn’t.
• Small visual elements (like type and tone) carry huge meaning.
• Questioning visual defaults opens space for new narratives.

Key Takeaways:

• Data can be emotional and tactile.
• Visual language doesn’t have to be flat or digital.
• Textile design offers its own kind of rhythm and logic.

Key Takeaways:

• Constraints (like no AI) can fuel creativity.
• Learning a new skill changes how I think about existing tools.