Chicago Street Race Weekend
Brand Guidelines, Branding, Logo Design, Naming,OVERVIEW
Event Identity for NASCAR’s inaugural street-racing event in The Windy City.
As partners of NASCAR, RARE Design was charged with the naming and identity development of its inaugural street-racing event in Chicago. A city like Chi Town demands something innovative, something elevated. This event is about both Chicago AND Nascar. The challenge of crafting an identity that honors the rich history of both powerful entities is not easy, but it’s a simple process: a clear understanding, a storied approach to design, and lots of intense effort.
Images: Wikimedia Commons, Blue Arauz (Pexels), Dylan LaPierre (Unsplash)
As our team listened to the NASCAR stakeholders, we wanted to inject as much of Chicago’s character and place into the mark as possible without creating too much visual clutter or confusion (“logo soup,” if you will). The Chicago Theater, Buckingham Fountain, and the countless art deco references throughout the city were key visual identifiers that we wanted to capture in the essence of this identity. The goal to evoke the grandeur and aura of the Windy City while also celebrating this unique racing event was set. This carefully crafted approach led to the development of a visual ecosystem of patterns, elements, and colors that truly elevates this moment in NASCAR history.
References to iconic landmarks such as Chicago Theatre, and Wrigley Field are distinct within the primary logo. The overall shape of the primary logo is derived from a bird’s eye view of Buckingham Fountain (located in Grant Park where the race is held). References to the city’s flag and art deco patterns are also seen throughout the system.
When NASCAR speed meets Chicago streets, it’s more than an exhibition. It’s an entirely new racing experience for drivers, fans, and Chicago locals. Urban street racing at its finest, located in the heart of the Windy City.
