NASCAR
Apparel Design, Brand Guidelines, Brand Positioning & Strategy, Branding, Corporate Branding, Custom Typography, Digital and Print Design, Identity System Design, Logo Design, Social Media Design,OVERVIEW
NASCAR’s iconic bar mark successfully portrayed the motion and energy of NASCAR for 40 years. But as the sport grew and evolved and sought to reclaim its roots while racing into the future, so should its identity.
“From the very beginning, NASCAR has been driven by the need to race. 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.”
Influenced by elements from past league logos, “Big Bill” was created. The typeface is named after the founder of NASCAR, Bill France, Sr., and his larger than life personality.
Pairing NASCAR’s storied history with its contemporary needs, we positioned the brand’s identity to be bold and authentic yet relevant and functional. We updated the NASCAR logo, developed a systematic visual identity, and produced a brand book to guide the brand ecosystem. By maintaining the chiseled forms and racing stripes unique to the iconic bar logo and utilizing a cleaner presentation and simplified color palette, the new NASCAR logo strips away excess to get at the heart of the sport—the need to race.
To understand NASCAR is to understand its history. What you will find is a lifetime track record of grit, innovation, and glory. Born out of the prohibition era and tempered by an American love for sport and speed, stock car racing has become part of our nation’s fabric. Since its inception in 1948, The National Association for Stock Car Auto Racing (NASCAR) has defined the sport, creating legends like Dale Earnhardt and founding a culture as authentic as it is daringly unconventional. NASCAR is not the face of racing, NASCAR is Racing.
