NASCAR

Identity Design | Track Identity | Brand Extensions | Brand Guidelines (RARE Design Portfolio)

NASCAR | DAYTONA 500 BRAND IDENTITY - 2022/2023
The Great American Race​​​​​​​

The Daytona 500 is the biggest, brightest, and boldest event of the year; kicking off the season and setting a tone for the races to follow. Synonymous with the USA and unbridled patriotism, bleeding red, white, and Daytona blue through and through. A vacation from reality, a chance to celebrate tradition, and a first-hand experience in the loud and proud world of great American racing. Most importantly, The 500 represents the iconic beginning of NASCAR in its purest form; an idea borne from humble beginnings that has exceeded all expectation. Daytona has, and will continue to, push limits and set a new standard for innovation in stock car racing.
The RARE Design Team:
Rodney Richardson - Principal/CD
Marie Siegfried - Account Director
Jason Wright - Account Manager/Copywriter
Ethan Manning - Designer
Cody Bass - Designer
Ben Barnes - Designer
Services Provided:
Identity Design
Identity Design Strategy & Positioning
Event Branding & Activation
Environmental Design & Activation
Brand Guidelines
NASCAR | HOMESTEAD-MIAMI SPEEDWAY
We Own the Night.​​​​​​​
RARE Design partnered with NASCAR and the leadership at Homestead Miami Speedway to reimagine the identity of one of the sport’s most iconic track properties. From the beginning, we understood this was not just about a logo. It was about capturing the essence of a place that lives and breathes racing. Homestead is rooted in the vibrant culture of Miami, a city known for its energy, color, and rhythm. The track carries that same spirit, and we set out to design an identity that honored both the location and the legacy.
We spent time listening. To the people who run the track. To the fans who fill the stands. To the drivers who know its turns like second nature. We studied the sunlight, the textures, the bold palette that defines South Florida. We explored how speed and spectacle live side by side with community and pride. The result is a brand system built to reflect movement and momentum, with deep ties to place and story. At Homestead Miami Speedway, the race is more than a sport. It is a celebration of where you are and who you are with. That truth lives in every part of the refreshed identity.
The RARE Design Team:
Rodney Richardson - Principal/CD
Marie Siegfried - Account Director
Jason Wright - Account Manager/Copywriter
Ethan Manning - Designer
Cody Bass - Designer
Ben Barnes - Designer
Services Provided:
Identity Design
Identity Design Strategy & Positioning
Event Branding & Activation
Environmental Design & Activation
Brand Guidelines
NASCAR | NASCAR 75TH ANNIVERSARY IDENTITY
75 Years of Racing.
From the sands and high banks of Daytona, to the beating and banging of Martinsville, to the twists and turns of Watkins Glenn, for 75 years, NASCAR has united fans through their shared passion for one thing—racing. And to celebrate those 75 years, we’ll listen to the voices, tell the stories, and share the memories of some of the greatest moments, people, and places that have shaped the history of stock car racing. It’ll be a season of storytelling, as we honor the past, celebrate the present, and look ahead to the future of NASCAR.
The RARE Design Team:
Rodney Richardson - Principal/CD
Marie Siegfried - Account Director
Jason Wright - Account Manager/Copywriter
Ethan Manning - Designer
Cody Bass - Designer
Ben Barnes - Designer
Services Provided:
Identity Design
Identity Design Strategy & Positioning
Event Branding & Activation
Environmental Design & Activation
Brand Guidelines
NASCAR | CHICAGO STREET RACE WEEKEND IDENTITY BRAND GUIDELINES
Windy City Speed.
As partners of NASCAR, RARE Design was charged with the naming and identity development of its inaugural street-racing event in Chicago. A city like Chi Town demands something innovative, something elevated. This event is about both Chicago AND Nascar. The challenge of crafting an identity that honors the rich history of both powerful entities is not easy, but it’s a simple process: a clear understanding, a storied approach to design, and lots of intense effort.
The RARE Design Team:
Rodney Richardson - Principal/CD
Marie Siegfried - Account Director
Jason Wright - Account Manager/Copywriter
Ethan Manning - Designer
Cody Bass - Designer
Brian Bollig- Designer
Services Provided:
Identity Design
Identity Design Strategy & Positioning
Event Branding & Activation
Environmental Design & Activation
Brand Guidelines
Chi(car)go Heritage.
As our team listened to the NASCAR stakeholders, we wanted to inject as much of Chicago’s character and place into the mark as possible without creating too much visual clutter or confusion (“logo soup,” if you will). The Chicago Theater, Buckingham Fountain, and the countless art deco references throughout the city were key visual identifiers that we wanted to capture in the essence of this identity. The goal to evoke the grandeur and aura of the Windy City while also celebrating this unique racing event was set. This carefully crafted approach led to the development of a visual ecosystem of patterns, elements, and colors that truly elevates this moment in NASCAR history.
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