The brief was to evolve VKI (old identity) from a technical, performance-driven kart track into a brand able to express the real experience people lived inside. From the outside, VKI felt cold and specialized; inside, it was open, welcoming and human. What people experienced on track was not only competition, but adrenaline, participation and a strong sense of community.

The solution was to shift the narrative from place to journey. Instead of focusing on the circuit itself, the new brand reframes karting as an accessible and emotional experience that anyone can approach. This vision led to the creation of theway, a name that works as a universal wordplay for non-Italian audiences while clearly expressing direction, movement and progression. It suggests a path rather than a destination, reflecting the idea that motorsport is something people live and grow into over time.

The mission is therefore no longer just racing, but living motorsport as a shared, safe and meaningful experience, where performance and enjoyment coexist.

The visual system is built around a modular pictogram designed to evolve with the brand. The symbol abstracts the idea of a track and a flag while also suggesting the letter “W”, reinforcing the identity of theway. Each location generates its own variation derived from the city’s initial while preserving a shared visual grammar.

Today the system is already applied to Imola and Vicenza, with new tracks opening soon. Because the graphic structure is modular, the identity can generate any future letterform, making the system ready to expand to every upcoming location without losing coherence.

This approach turns the symbol into a living system rather than a fixed logo. The pictogram becomes a tool for geographic expansion, local identity and long-term growth, reinforcing the idea of theway as a shared path with many possible directions.