HATTIESBURG, MS/DAYTONA BEACH, FL— This racing season, which begins with Sunday’s Daytona 500, NASCAR will debut a refreshed, revamped brand identity developed by local branding agency RARE Design. Rodney Richardson, RARE Founder and Principal, used his experience branding several sports enterprises to discover and tell the story of NASCAR with new, powerful energy.
The National Association for Stock Car Auto Racing was built on a vision of charisma, competition, and gutsy racing tactics. “Big Bill” France, the visionary behind NASCAR, made auto racing relevant to the sports world. Today, NASCAR’s goal is the same as France’s: Connect people to the calculated, exhilarating sport of racing.
NASCAR leadership determined that 2017 would be the year for the story and look of the brand to evolve. RARE, NASCAR believed, would transform their vision for the brand’s future into a reality. An avid NASCAR fan and sports branding guru, Richardson’s connection to racing, the drivers, and the fan-family made him a go-to resource for discovering the NASCAR story and visually communicating that story with the world.
“From the very beginning, NASCAR has been driven by the need to race,” Richardson explains. “Amid all the action and drama, it ultimately comes down to man and machine in fierce competition to see who is fastest, who is boldest, and who will be first to finish and win. This spirit is what this brand and its identity conveys.”