Branding the world's largest...
"Brainstorm's leading-edge design... and understanding of our events, our race fans and the racing industry, resulted in one of the best suites of marks we've ever had."
Terry Angstadt, Vice President
Indianapolis Motor Speedway
(former CEO of FILA)
During the past 87 years the Indianapolis Motor Speedway has become synonymous with the well-storied racing legacy of the Indianapolis 500. And throughout its development with the 500, the IMS has expanded its offerings to include the prestigious United States Grand Prix Formula One and the NASCAR sanctioned Brickyard 400. To enhance its formidable recognition among enthusiasts, the distinguished organization desired a trio of marks that linked each event to the IMS and, at the same time, set them apart to uniquely stand out as the world's largest single-day spectator event for each specific racing series.
Solution
For the first time in its history, the Indianapolis Motor Speedway found their strategic answer not in the fabled firms in the east; but, in their own backyard at Brainstorm. Brainstorm's branding team captured the IMS commission with a suite of logos that solidified and enhanced the perception of the IMS while visually tailoring each of the three marks to a distinct racing demographic. The final group of racing badges upheld the celebrated esteem of the IMS and associated each exclusive event, through color choices and thoughtful design, underneath one sponsoring umbrella.
Outcome
Brainstorm's tactical suite of marks resulted in "one of the strongest and best-designed trio of logos the Speedway has seen," according to IMS officials. The striking designs also seized the attention of the press and have established Brainstorm as an impressive resource within the Indianapolis creative marketplace. With the help of Brainstorm's expertise in brand creation and deployment, the individual racing marks are now considerately prepared for display on everything from billboards to apparel while strengthening the IMS image of quality within the industry of competitive sports.
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