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12/20 2016

NASCAR reveals new Cup Series name and logo MONSTER ENERGY NASCAR CUP REPLACES SPRINT CUP DECEMBER 19, 2016

NASCAR reveals new brand identity Cup Series name and logo

NASCAR unveiled a new logo on Monday for both the Cup Series and its overall broader brand.PHOTO BY NASCAR

NASCAR will have a fresh new look for 2017 and beyond.

The sanctioning body announced on Monday that the premiere division will be called the Monster Energy NASCAR Cup Series, unveiling new logos for both that division and the company as a whole. The new crest will replace the one used by NASCAR since 1976.

Jill Gregory, NASCAR’s senior vice president and chief marketing officer, says the new logo project was started in early 2016 as part of a broader effort to refresh the brand of stock-car racing and intended to incorporate elements of every logo that preceded it.

“Our new NASCAR mark is modern, timeless and embraces the heritage of our sport,” Gregory said. “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.”

Monster Energy was first introduced as the premiere series title sponsor on Dec. 1. A constant theme of the press conference was Monster’s desire to inject fun and youthful energy into the sport.

A new logo was a bold first step toward that identity.