NASCAR has unveiled a new official brand identity which will replace the bar mark used by the sanctioning body since 1976. The announcement was made in conjunction with the news that Monster Energy NASCAR Cup Series will be the new name of the sport’s premier series beginning January 1, 2017.

The new brand mark and Monster Energy NASCAR Cup Series mark, which prominently features the iconic Monster Energy logo, together represent a new era in NASCAR, according to representatives for the racing series.

The NASCAR brand identity has been in development since early 2016 as part of a broader effort to refresh the NASCAR brand. It was designed to pay tribute to the storied history of NASCAR, incorporating elements of all four previous marks since the company’s inaugural season of 1948.

 

“Our new NASCAR mark is modern, timeless, and embraces the heritage of our sport,” said Jill Gregory, NASCAR senior vice president and chief marketing officer. “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.”

The first Monster Energy NASCAR Cup Series points race will be the 59th running of the Daytona 500 at Daytona International Speedway on Feb. 26 (2 p.m. ET, FOX, MRN and SiriusXM NASCAR Radio). Tickets are available at NASCAR.com/tickets.