Talladega Superspeedway is one of the fastest and most popular tracks to host NASCAR-sanctioned races. At the beginning of February, International Speedway Corporation, the company that owns Talladega, revealed that it had rebranded Talladega’s logo and identity, simplifying its old logo (top right) down and modifying it to match the rest of the tracks owned under the ISC banner for the new logo (bottom right).
The response from the sport’s fanbase was immediate and apparent, they did not approve of this rebranding as many believed it completely stripped away all the characteristics and identity that the old logo expressed.
Old Talladega logo (1998-2023)
Rebranded Talladega logo (2024)
In response to this rebranding, I took it upon myself to redesign the rebrand in an attempt to appeal to both ISC branding and the sport's fanbase. I made sure to keep the sleek modern ISC’s brand identity while incorporating aspects of the old logo as a callback to it, with the use of blue and bringing over the giant double Ls from the original logo for example. I also incorporated these new designs into the redesigned secondary logos and other designs for graphics and merchandise.
The response to my rebrand was overwhelmingly positive when I posted it online with it reaching over 55,000 views on Twitter, plenty even saying that if this was the real rebrand they would have had no complaints about it. And this was only the first iteration of the redesign that I managed to do within an hour.
