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NASCAR Unveils New Brand Identity But Nobody Notices

Chris Dickman Wed, 12/21/2016 - 08:17

Perhaps you've heard of something called "stock-car" racing, as embodied by NASCAR, The National Association for Stock Car Auto Racing. This outfit was founded back in 1938 by Bill France Senior and the firm remains securely in the hands of grandson Bill France. The original idea was that unmodified or "stock" cars would participate in events, this being a more democratic approach than tradition car racing, as embodied by European events in which elite, hand-crafted vehicles competed. The sentiment was laudable but of course for a long time now cars competing in NASCAR events are just as highly modified as those participating in any other race, so let's not kid ourselves.

In the age of electric and fuel-minimizing vehicles, one can certainly ponder what future there is for watching gas-guzzling monsters circle a track for hours, like water around a drain. And yet such antediluvian "entertainment" lives on, with its organizers hopeful, as are all owners of doomed corporations, that a brand refresh will make all the difference. So it is that we now have been blessed with a mildly tuned version of the NASCAR logo, the first since 1976. Jill Gregory, NASCAR senior vice president and chief marketing officer, tells us that, "It was important for us to recognize our history and implement a piece of each previous mark in the new design."

Hmm, you can see the earlier marks above and below — just what is she on about? Oh, wait, "The new mark incorporates pieces of each of NASCAR's previous marks, including the red, yellow and blue coloring from the first three marks, respectively, and the 'racing bars' that accompany the acronym 'NASCAR' from the prior iteration." Oh, okay, now we see it. Whatever.

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