To give the superstar a brand mark that could truly stand for his approach to his entire way of life both on and off the track –  something that could evolve with him as he explored other creative projects and collaborations.

To use the precision, sleek stealth, and powerful agility of a panther as an analogy and bold icon for Lewis's driving style and fashion-forward thinking. The core logo is an interpretation of a panther emerging from the dark shadows of the night just before he takes his prey.