DAYTONA BEACH, Fla. — NASCAR unveiled on Monday their new official brand identity and announced the new branding and logo for their premier stock car division, which will be titled the Monster Energy NASCAR Cup Series beginning Jan. 1, 2017.
The new brand mark will replace the bar mark used by the sanctioning body since 1976, and combined with the Monster Energy NASCAR Cup Series logo — which prominently features the iconic Monster Energy claw — the two symbols represent a new era in NASCAR .
The NASCAR brand identity has been in development since early 2016 as part of a broader effort to refresh the NASCAR brand. It was designed to pay tribute to the storied history of NASCAR, incorporating elements of all four previous marks since the company’s inaugural season of 1948.
“Our new NASCAR mark is modern, timeless, and embraces the heritage of our sport,” said Jill Gregory, NASCAR senior vice president and chief marketing officer. “It was important for us to recognize our history and implement a piece of each previous mark in the new design. Our goal was to evolve the sport’s visual identity to make it concise, relevant and functional, while respecting and maintaining the unique qualities of the original mark.”
The Monster Energy NASCAR Cup Series name takes over from title sponsor Sprint, which branded the series as the NASCAR Sprint Cup Series from 2004 until 2016.
The first Monster Energy NASCAR Cup Series points race will be the 59th running of the Daytona 500, set to be held on Feb. 26 at Daytona International Speedway.
CREDIT: NASCAR Integrated Marketing Communications