V8 Supercars unveils new brand identity for Gen2 Supercars strategy

V8 Supercars has unveiled a new master brand as part of its 2017 Gen2 Supercars strategy which opens the door to more brands and manufacturers than ever.

The striking 'rocket red' and white insignia will be introduced from January 1 next year as the new identity representing Australia's third most attended and fourth most watched sport.

With a new six-year broadcast package on Fox Sports and Network Ten commencing next year, the master image will be integrated within all V8 Supercars' related properties.

It is a simple, contemporary, and unambiguously tier-one identity consistent with elite sporting brands.

The new positioning and contemporary brand identity was created by award-winning agency Hulsbosch which designed similar icons for Woolworths, Virgin, Rebel and Qantas.

"The 'SC' moniker is a simplified identification and will generate a genuine presence as a stand-alone icon for the sport, developed as an enduring brand to stand the test of time," said Hans Hulsbosch, Executive Creative Director at Hulsbosch.

The brand and visual identity reflects the V8 Supercars business growth strategy and communicates an ability to cut through as a populist brand with a broader appeal for current and future fans.

"The time is right for a striking and dominant identity as we head to the next phase for the sport, on and off the track,"V8 Supercars CEO James Warburton said.

"V8 Supercars is dynamic, aggressive and intensely competitive. The sport needs an identity that represents these characteristics on a global stage."

The V8 Supercars rebrand will be integrated into all corporate and marketing collateral, events, digital, sub brands and special programs; including the V8 Supercars Dunlop Series from the start of next year.