At the intersection of speed, innovation, and design, Formula 1 has built its legacy on pushing what is possible.
Now, this spirit is fantastically brought to life at the latest Formula 1 exhibition in London, which I had the pleasure of being invited to, and the visual identity is as striking as the story it tells. Stepping into the exhibition feels like entering the very pulse of the sport—where every corner and every installation echoes the thrill of race day. With immersive multimedia displays and interactive features, visitors are drawn into the evolution of Formula 1, from its pioneering early days to the cutting-edge technology that defines today’s Grand Prix circuits. The exhibit weaves together the sport’s history, its cultural impact, and the human stories of those who have defined its legacy.
From rare archival footage to life-size car models and engineering marvels, every detail is designed to captivate both the seasoned fan and the curious newcomer, because I for one have zero interest in cars, I drive a white one, but oh boy did this exhibition captivate me.
A Journey Through Formula 1’s History and Innovation
The exhibition spans multiple rooms, each focusing on a different aspect of the sport. Visitors are invited to explore Formula 1’s evolution through a dynamic combination of storytelling, archival materials, and cutting-edge multimedia experiences. The exhibits cover everything from the sport’s origins to its present-day innovations, including:
- Historical Milestones: A detailed timeline of the sport’s most iconic moments, from its early days to modern racing triumphs. Rare photographs and memorabilia provide a close-up look at the drivers, cars, and races that shaped Formula 1’s legacy.
- Driver Profiles: In-depth displays dedicated to legendary drivers, including Ayrton Senna, Michael Schumacher, and Lewis Hamilton. These areas showcase career highlights, personal stories, and immersive video content, giving fans a deeper connection to their heroes.
- Engineering and Design: This section highlights the groundbreaking technology behind Formula 1’s cars, from aerodynamics to the latest advancements in engine design.
A Typeface Rooted in Formula 1’s Heritage
Now onto the juicy part. Central to this experience is ‘Torque’—a bespoke typeface crafted by Hingston Studio, designed exclusively for the exhibition. More than just a font, Torque is a dynamic blend of modernity and nostalgia, with its three distinct cuts—Torque 100, Torque 50, and Torque Inline—imbuing the space with a sense of history and cutting-edge design.
In this particular sport where every detail matters, the typeface plays a pivotal role in guiding visitors through the layered narrative of Formula 1’s evolution. From the retro-inspired design language echoing the golden era of racing to the modular, adaptable framework that mirrors the precision of the sport itself, Torque offers much more than aesthetic appeal—it’s a functional piece of the exhibition’s storytelling architecture. I had the equal pleasure of learning more directly from the team at Hingston studio, where I was delighted to uncover, with them, the creative process behind Torque and they translated the world of Formula 1 into a visual system that reflects both its rich heritage and forward momentum.
When asked about the brief, Hingston Studio explained that the exhibition’s information architecture was key to their approach. “The story of Formula 1 up to the present day is a complex and layered narrative, so the exhibition’s information architecture was key,” they shared. “The typographic system defined the framework for our entire approach to the graphic design of each space.”
This was no ordinary exhibit. The vast range of content—from the history of the sport to profiles of individual drivers—required a clear hierarchy. This hierarchy was an overarching consideration in Torque’s design, allowing visitors to engage with information at varying levels. Hingston Studio described it as a “top tier of bite-sized information,” with supporting content for those wanting to dive deeper into specific topics. The result is a typeface that doesn’t just communicate facts; it creates an interactive experience for the viewer.
The design of Torque makes subtle yet powerful references to Formula 1’s past. Drawing inspiration from mid-century poster design, Hingston Studio sought to evoke a sense of both strength and modernity. The result is a condensed letterform that nods to the golden era of racing while maintaining a clean, contemporary aesthetic.
“We referenced poster design from the golden era of the ‘60s and ‘70s, while also evoking strength and modernity,” the studio said. Torque’s geometric details, particuarly its circular corners, echo the iconic F1 mark, creating a seamless connection between the sport’s legacy and its current branding. This approach wasn’t just about aesthetics, but also about flexibility. Torque’s modular construct allows the exhibition’s visual identity to adapt to different host cities or venues, where hierarchy and naming conventions can be reconfigured to reflect local nuances.
The Importance of a Custom Typeface
One of the key reasons Torque was developed as a custom typeface is that it embeds the exhibition’s identity into every aspect of the visual experience. Hingston Studio noted that they often propose custom fonts when developing large-scale identity systems: “It ensures that every information touchpoint carries the show’s identity, however subtle—it’s embedded into the whole system.” This level of cohesion is essential in large exhibitions like this, where everything from wayfinding to room names needs to feel like part of a unified story.
The exhibition features three distinct cuts of the typeface: Torque 100, Torque 50, and Torque Inline. Each was designed to perform a specific function within the show, adapting to the different themes and scales of information. Some rooms, for instance, required Torque to take on unique visual treatments that reflected the specific theme of that space, all while maintaining the integrity of the core typeface.
“Each space features its own sub-identity, where the letterforms take on the inherent characteristics of the room’s theme, but essentially the construct of the typeface is the same throughout,” the studio explained.
Formula 1’s Evolving Audience
This project came at an exciting time for Formula 1. “Formula 1 is going through a really exciting transitional period,” Hingston Studio noted. “The audience is much wider, mixed, and diverse… there’s a lot more female fans than there were, say 10 years ago.” This shift in the audience was something Hingston Studio was keen to reflect in the exhibition’s identity. By balancing historical references with modern design elements, they created a visual system that appeals to both seasoned fans and newcomers alike.
A Little About Hingston Studio Known for Bold, Narrative-Driven Design
Hingston Studio, led by creative director Tom Hingston, has built a reputation for bold, narrative-driven design across a wide range of industries. With a client list that spans fashion, luxury, music, and more, the studio’s work is consistently recognised for its creativity and longevity. Their collaboration with iconic artists such as Grace Jones, Nick Cave, and David Bowie, along with major brands like Dior and Rolls-Royce, demonstrates their ability to craft visual narratives that resonate deeply across different mediums.
In the case of the Formula 1 exhibition, the studio applied its expertise in large-scale identity systems to create an immersive experience. “We thrive on projects that enable us to work at scale,” they shared, and I would strongly recommend attending!
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