Nov 21, 2012

The branding for the merger between GRAND-Am Road Racing and the American Le Mans Series is in very good hands. New York-based SME Branding has been chosen to develop the branding and identity of the upcoming combined sports car series.

SME’s currently client list includes some very heavy hitters, including the New York Yankees, NASCAR, and the NFL. For the combined GRAND AM/ALMS sports car series, SME will be focusing specifically on stakeholder research, client positioning and the brand identity itself; the name of the series and the series logo. For both racing clients, SME seemed like the obvious choice,

“Scott Atherton and I both believe our mandate, since announcing plans to merge GRAND-AM and ALMS, has been to ensure that we get it right the first time,” said GRAND-AM CEO Ed Bennett. “We think we’re well on our way to doing that from an identity standpoint with SME Branding on board.”

The joint GRAND-AM/ALMS entity has been searching for a branding agency for the last few months; since the planned merger was announced their merger back in September year. SME Branding Senior Partner Ed O’Hara on SME’s role with the new entity,

“We are honored to be part of this historic moment in motorsports,” said SME Branding Senior Partner Ed O’Hara. “Our process will include key stakeholders from the merged series so that we can get to one holistic concept representing both the excitement and prestige of the series.”

SME is expecting to reveal the new brand identity in early 2013, with the new entity beginning race under one banner in 2014.

(via Grand-Am Road Racing Press Release)

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