Indianapolis Motor Speedway Museum Reveals New Name, Updated Brand & Website | Performance Racing Industry
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Indianapolis Motor Speedway Museum Reveals New Name, Updated Brand & Website
April 7, 2016
Adding the image of the Borg-Warner Trophy and bold letters and colors represents a first step at enriching the visitor experience to the world-renowned raceway museum.
Indianapolis Motor Speedway Museum Reveals New Name, Updated Brand & Website

The Hall of Fame Museum has introduced a new brand and name, the Indianapolis Motor Speedway Museum (IMSM). The name aligns with an unrivaled collection of automobiles and racing artifacts that follow the history of motor racing, Indy racers and the story of the extraordinary people who helped create the American automotive industry. Adding the image of the Borg-Warner Trophy and bold letters and colors represents a first step at enriching the visitor experience to the world-renowned raceway museum.
 
"With 100 years of running and 60 years of collecting the world's greatest treasures of motor sport racing, the Indianapolis Motor Speedway Museum is the true gateway to the Racing Capital of the World," said Anton H. George, president of the Museum Board of Directors.
 
Located five miles northwest of downtown Indianapolis on the grounds of the famous Indianapolis Motor Speedway, the Museum is home to the most recognized winners in racing, where the stories, heroics, cars and historical memorabilia come to life. The Museum commemorates more than a century of racing at the Speedway and fosters public understanding of the innovation, thrill and adventure of motor sport racing.
 
"Recent surveys from leaders in Indianapolis, the museum community, and racing world along with focus groups with the pubic told us that we have tremendous name recognition with the Speedway," said Betsy Smith, Indianapolis Motor Speedway Foundation executive director. "While we will embellish the honoring of our Hall of Fame members in our museum redesign, the current name caused confusion with multiple Hall of Fame museums around the world."

The Museum's new website provides improved navigation and functionality and a visitor-friendly experience throughout, allowing individuals to access detailed information about automobiles and their drivers, including interviews with Indy500 winners. Created with future interactivity firmly in mind as new museum exhibits take shape, the Museum's website has been designed using the latest technology so that the site is compatible with today's browsers and mobile devices.
 
"The new name and website are just the beginning, said Robert Dyson, IMSM board member. The Indianapolis Motor Speedway Museum is undergoing a revitalization, and we are now focusing on how to make major changes in the museum and visitor experience, including interactive exhibits—that tell the stories of the drivers and their cars and immerse visitors in the experience of the Indy500 and the rich history of the Indianapolis Motor Speedway."
 
Following a master planning initiative by Indianapolis architects, Schmidt Associates, a schedule will be announced for updating and redesigning the museum and exhibiting its large array of valuable artifacts and racing memorabilia.