Founded in 2008 by Matt Szalai and Tyson Bzdell with just a pickup truck and 2 snowmobiles, Demon Racing has grow to a dedicated team of 3 drivers and 5 mechanics, along with a steady support crew of family and sponsors.

In addition to growing the team off the track, Demon Racing has enjoyed considerable success on it, consistently winning races throughout Canada and the United States and garnering an international reputation across the power toboggan racing community.

The Opportunity

Working in a space where brands are traditionally loud and brash, we aimed to punctuate the Demon logotype with aggressive design subtleties and flat, timeless graphics. Additionally, we set out to design a custom numbering system that would be adaptable to the various surface angles found on a snowmobile. Lastly, the identity needed to adapt well to digital environments, given Demon Racing’s impressive social media reach. 

The Result

All turns on a snowmobile racing track are left turns, meaning drivers need to lean hard to their left in an effort to keep their machines pinned to the turn. Mimicking this left-leaning stance, the Demon Racing logotype employs aggressive angles in a modern blackletter treatment. The customized numbers follow suit, creating a lettering system that is truly one-of-a-kind.

Feedback from fans both online and at the 2018 season opener has been overwhelmingly positive. Merchandise is being coveted by race fans and non-race fans alike, selling through multiple production runs, far beyond the expectations of the team.

Key Services Provided


  • Brand Strategy


  • Brand & Identity Development
  • Graphic Design, Illustration & Iconography
  • Merchandise & Uniform Design