04NASCAR

Scope

Brand System
Print / Website / Mobile
Motion Design

Brief NASCAR is an American racing institution. The brand needs a motion-led identity that excites digital-first fans while honoring heritage. I created a dynamic identity system to refresh the brand experiences.

Research
My research showed that NASCAR is grappling with an aging fanbase and increased competition, challenging its ability to connect with the next generation. The average viewer age has risen significantly, and the sport is experiencing a steady decline in viewership. In 2023, all races averaged 2.86 million viewers, a 5% decrease from the previous year.

StrategyPromote the event's diversity and borderless audience appeal, with a core goal of positioning sustainability as the future of motorsport.

IdentityThe new identity draws direct inspiration from the track's iconic forms. The logo is born from the curved oval and its extreme banking, while the slanted angle of the new NASCAR wordmark reflects the physics of high-speed turns. The letterforms themselves merge "roads" and "curves," creating a dynamic system that connects the sport's heritage to its future.

Revolutionary Goals• An expanded diverse community
• A culture driven new identity
• A purpose driven website
• A sustainable vision

Key Attributes
Authentic
Bold
Dynamic
Legacy
Momentum
Wild

UX/UI Design
This foundation is extended into a UX/UI dessign. The transition graphics incorporate deliberate repetition to represent and organize NASCAR's three iconic race series. This digital experience seamlessly integrates with the core identity, reinforcing the energy of the brand elevation.

Social Media
The brand identity is fully expressed through social media platform.

Environmental
The brand identity is implemented across physical environments.
The core graphic elements are versatile, allowing for many distinct variations.

ColorsThe colors strategy is built on three pillars: sustainability (green), technology (purple), and heritage (refreshed NASCAR red and blue). Black adds a bold, mechanical contrast, while grey represents the road, uniting the entire palette.

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Jean Wang, Graphic Designer

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