Longhorn Sim Racing

Longhorn Sim Racing is a student-led organization at the University of Texas at Austin that brings together sim racing, e-sports, engineering, and motorsports. Dreamspace and DSC.RACING, our sister company, set out to give the club an identity as serious as its drivers, and to give a group of UT students real, paid, professional experience while building it.

We brought together students from different departments, including graphic design and communications, and placed them on a paid internship led by Dreamspace and DSC.RACING. They built the brand with our resources and under our supervision, with direction and feedback from our team along the way. Giving back to young talent and teaching on the job is part of how we work, and this program is how we put it into practice. We also supported the club’s tabling at its event on the UT campus.

Before any design started, the team researched other sim racing programs, interviewed the club’s executive board, and mapped the audience: UT students of every major, e-sports and gaming enthusiasts, and motorsports fans. That work shaped the mission and the brand values, from healthy competition and accessible resources to education through action, and set the language used across every touchpoint.

The logo draws on the form and motion of a race track. Its shapes and lines read as modern, bold, and fast. The system defines light and dark versions, clear space, minimum sizes, and avatars for social profiles.

Bright orange ties the brand to the UT community and gives it a clear color to lead with. It sits alongside eerie black and gray, with exact HEX, CMYK, and RGB values. Kanit sets the display type, and Montserrat handles headlines and body copy.

The students designed the Instagram and LinkedIn profiles, post and story templates with defined safe zones, and driver nameplates for highlighting racers on social media and the website. Every layout follows the same structure of margin, display type, headline, body, and logo, so the club can stay consistent as its members change.

The photography direction covers sim racers, vehicle racers, and the community. Color emphasis, point of view, wide shots, and detail shots keep the imagery close to the action and recognizably LSR.

Mockups show how the logo and colors apply to gloves, jerseys, caps, drinkware, lanyards, and outerwear before anything goes into production.

Longhorn Sim Racing now has a full brand guideline, completed in November 2025, that future members can build on. The students who made it worked on a live project with professional tools, direction, and pay, and they have the work to show for it. Young talent deserves real opportunities, and that is what Dreamspace and DSC.RACING set out to provide.