V8 Supercars rebrands in-line with its 2017 strategy

V8 Supercars is relaunching its brand and visual identity in-line with the sport’s 2017 Gen2 strategy, which will involve different vehicle engine configurations and body shapes.

V8 Supercars worked with brand design agency Hulsbosch to prepare its new masterbrand look in time for the first calendar race in February 2015. The new brand will be integrated into all corporate and marketing collateral, events, digital, sub brands and special programs, including the Dunlop V8 Supercars Championship.

Hulsbosch integrated into the redesign the brand’s attributes and values obtained from research insights: extreme energy, visually stunning, teamwork, respectful, relentlessly progressive and passionate.

V8 Supercars CEO James Warburton said the relaunch would transform and reinvigorate the brand, which is aiming to be number three in Australia after AFL and NRL.

“The time is right for a striking and dominant identity as we head to the next phase for the sport, on and off the track. V8 Supercars is dynamic, aggressive and intensely competitive. The sport needs an identity that represents these characteristics on a global stage,” Warburton said.

Hans Hulsbosch, executive creative director, Hulsbosch, explained the new visual identity:

“An unforgettable and exhilarating race experience, touring car’s new icon colouring of ‘red’ displays a notion of fast and furious speed. Thrilling trackside showdowns are represented in the curvature of the ‘S’ and combines with a signature of intensity to drive through the ‘esses’.

“From the side positioning, the ‘C’ represents the strategic-thinking and power of the V8 Supercars Championship. Primarily the unique brand is a reflection of the courage of our Australian-based speed heroes.”

This case study video tells the story:


v8 supercars logos
 

V8 Supercars with rebrand

 

man with V8 Supercars branding

Michelle Herbison
BY Michelle Herbison ON 4 December 2014
Assistant editor, Marketing Magazine.