United Motorsports

The Need

What started as a one location dealership, has grown into a 7 location dealership across Kentucky. Lexington Motorsports was established in 2003. As they expanded into surrounding areas, each new dealership had a name like Richmond Motorsports and Middlesboro Motorsports. They needed one, unified  to represent the growing company as it expands into new states and regions. The owner wanted a fresh, modern brand that showcased the fun of motorsports.

The Solution

We knew that a national rollout of Motorsports locations should be under one umbrella so we began brainstorming names for the new brand. We decided on United Motorsports, a true testament to how we wanted the brand to feel. We wanted to celebrate and upgrade the original branding in a way that would be excited and recognizable to longtime customers so we refreshed the blue and white color palette and chose a modern sans serif font.

Deliverables

Designed by Eko Bimantara

Icon