F100UK 90s Kart Series
Branding for the UK’s original air-cooled 100cc classic kart series, from the first logo in 2014 to a complete refresh as it grew.
The Why
What do you do with a shed full of 90s karts?
Ask anyone who raced karts in the 1990s and they’ll tell you it was the best era there was. 100cc engines, no gearbox, no clutch, screaming at revs that would make a modern kart wince. Formula A and Intercontinental A were as close to pure racing as karting ever got.
Plenty of those karts never went away. They sat in sheds and garages across the country, kept by people who couldn’t quite let them go. In 2014 a new series set out to give them somewhere to race again, properly and competitively, not as a slow parade for nostalgia’s sake. It was the first series in the UK to do it.
It found me the way a lot of good things do, through a “need a designer” post on Facebook. One conversation later I was designing the logo. Being a petrolhead, it was always going to be more of a passion project than a business deal.
Definition
Spirit of the 90s
The name said exactly what the series was about, so the identity had to look like it came from the same era.
That meant going back to the graphics of 90s karting: bright colours, fast and stylised type, flat graphics, and the kind of posters that used to cover a kart shop wall. The aim was simple. Someone who raced back then should look at it and recognise it straight away, and someone who didn’t should still want to be part of it.
Each class got its own mark, Pre 2000, Pre 95 and Pre 89, all clearly part of the same family, so a glance at the side of a kart told you exactly where it belonged on the grid.
Experience
Everything a race weekend touches
Motorsport is about more than the logo. A series lives in the paddock, so the identity had to work everywhere a racer, a mechanic or a spectator would see it.
That meant series stickers and race numbers for the karts, event flags, licences, T-shirts, posters, and graphics for the series van. It meant trophies too, sometimes off the shelf and sometimes completely bespoke for a special race or the end of the championship, because the thing a driver takes home should feel like it was worth winning.
Then there was Kartmania, the UK’s big karting show, where the series had a stand of its own to introduce itself to the karting world.
Implementation
Growing past its own name
By the end of 2017 the series was changing. New classes were added and tried, some stuck and some didn’t, and at its peak it ran seven. That took it well beyond the pure 100cc Class A karts it started with: Classic TKM brought in the piston port engines and a junior JICA category, and liquid-cooled classes covered karts right up to 2012. It had become a series for every age and almost every engine, and Spirit of the 90s no longer described what was on the grid.
The brief for the new series landed in December 2017, and by January 2018 it had become F100UK, with a completely new identity and creative direction to match, built for a broader series rather than a single era. Alongside it came a new website, designed and built in WordPress and Divi, social media posts for every event, a fresh round of kart graphics and another Kartmania stand.
The series still runs today, and I’m still looking after its website and marketing more than a decade after that first Facebook post. Karting graphics have come a long way since 2014, with plenty of series now looking far sharper than they used to. I’d like to think F100 helped raise the bar.
2014
90s
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The community figure is the F100 Spirit of the 90s Facebook group, October 2026.
“A game changer for anybody looking for graphic design, web design, corporate branding, colours and logos.”
F100UK series organiser
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