Braconnier rebrands Masters Historic Racing as a House of Icons

Five stars arranged in a cascading diagonal, tilted slightly forward. It’s a deceptively simple motif – one that appears across the new Masters identity at every conceivable scale, from embossed leather patches to animated sequences. Used large, the constellation hits with the force of a racing graphic, motion and energy streaking across the composition. Used small, it settles into something more discreet that might sign a collaboration or sit on a garment collar. “Large, they perform; small, they belong,” says Creative Director Bastien Braconnier. That duality runs through every layer of what Belgium-based studio Braconnier has built for Masters Historic Racing across six months of intensive work. In the world of motorsport, Masters occupies an unusual position. It is a respected championship, yes, but it also brings together some of the most iconic machines ever built – cars spanning the 1960s to 2018 – and a community of drivers who treat historic racing as something approaching a lifestyle. Braconnier recognised early that the brand was already operating at the intersection of several worlds. The question wasn’t whether Masters had cultural weight. It was whether the identity could express it. The answer arrived in the ‘House of Icons.’ “We wanted Masters to feel less like an organiser and more like a cultural house, something closer to a fashion house or a club with its own codes, objects and rituals,” Braconnier explains. Once that positioning took hold, it became the anchor for everything that followed – tone of voice, hierarchy, merchandise, even the way the rebrand would be revealed to the world. The identity had to feel like it belonged to a house that curates icons, one that carries the weight of racing history and the confidence of a brand with its own distinct codes.