Not our first lap
around the track


Forza Motorsport is more than a racing game. With each installation breaking the conceivable limits of realism in graphics, Forza is as close as most of us mortals will get to driving these steel steeds. We kept this reverence for beauty in visuals throughout our work with Turn 10 studios, creating visual identities for Forza Motorsport 2 and 3, as well as developing key art for the expansion pack, Forza Horizon Blizzard Mountain.

Brand Strategy
Icons / Visual Systems
Visual Identity
3D / VFX / Post
Logo Design / Typography


Forza drivers are equal parts gamer and car aficionado. So when Forza Motorsport 3 featured for the first time a motionless street car on the game cover, finesse was needed to retain an air of exhilaration. We tapped into the energy just before a race by bathing the car in light as it emerged from a hangar. We then reimagined our original Forza Motorsport 2 logo into something as sophisticated as the Audi R8 itself.

Forza racing Championship logo

Recently we were asked to extend the Forza logo mark to represent Forza Racing Championship, an e-sports program where players compete and hone their skills. We took the same elements that made the original logo so iconic, and designed a shield emblematic of the competition.


Forza Motorsport 7 blew car enthusiasts’ minds with over 700 cars to choose from—the largest showroom of vehicles ever assembled in an immersive experience. Ten Gun was tapped to break down the massive catalogue into an informative visual that clearly captures the highlights.

When you’re working with the esteemed pedigree of Forza, an otherwise straightforward car render becomes a commission akin to painting the ceiling of the Sistine Chapel. Producing key art for the hyper-realistic Forza Horizon 3 Hot Wheels and Blizzard Mountain expansion packs required fastidiousness in composition, color, visual FX, and render retouching.

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