NASCAR and Comcast released a new NASCAR XFINITY Series identity mark, with a full rollout coming in 2018. The new look was broadcasted onto the big screen at the NASCAR Hall of Fame as NASCAR XFINITY Series Playoffs Media Day was underway across the street in Charlotte.

The shared vision of the new series identity reinforces the character of the series with a bold, simple look that conveys precision and momentum.

NASCAR and Comcast collaborated on the new mark, showcasing both brands’ aesthetics.

Jill Gregory, NASCAR senior vice president and chief marketing officer, extolled the season-long effort to devise the new branding.

“We’re excited about it, and we think it reflects all the great things about the XFINITY Series,” Gregory said. “Comcast and NASCAR spent a lot of time building the brand and talking about ‘Names are made here.’

 “The new mark is bold, it’s simple, but it will still communicate all the great things about the series.”

NASCAR also recently unveiled a new brand identity mark in December 2016, replacing the bar mark used by the sanctioning body since 1976.