This is a new apparel line for people that like cars and racing. The slogan "Go for the gap" originates from a famous racing driver's interview about racing. (He actually says "Go for a gap", but "the" makes a better brand). Video: https://www.youtube.com/watch?v=k78n7ZE2ivU
In racing, drivers usually perform moves that seem absolutely crazy to the rest of us and "going for the gap" is definitely one of them. It means that you have to find a gap where you can overtake your opponent and take a massive risk. The video shows how many times it didn't pan out for Senna, but that's a part of racing. This whole concept applies to many aspects of life as well and we'd like to communicate that.
The brand will be about fast cars and racing. It'll mostly feature slogans and images that represent what we all love. It has to represent competitiveness, determinedness and uncompromisable dedication.
A few ideas I had was that the logo was typographic (bold font) and arranged in an interesting way, maybe in a shape of a helmet or a formula 1 car from a bird's eye perspective, but I'm completely open to ideas and it's not necessary to go down that path.
Like I mentioned, I'd like it to be strong and masculine with maybe one racing element that would make a true petrolhead immediately know what's going on if he'd see the logo on a shirt. That said, the logo has to be minimalistic without too many unnecessary elements/effects.