Michigan International Speedway
See it. Hear it. Feel it.
Michigan International Speedway (MIS) is a premier racing venue that has drawn millions of avid race fans for almost 40 years. But there is more than just racing at MIS. The venue features a multitude of amenities, activities and entertainment options. The two-mile track sits on 1,400 acres with more than 9,000 campsites set in the scenic Irish Hills. All this creates an environment that promotes a gathering of people – avid NASCAR fans and sports enthusiast – to share the whole experience with friends and family.
Research compiled from fan feedback, surveys and focus groups have helped shape a new image for Michigan International Speedway. Following extensive research and input by race fans, a logo was developed representative of the spirit of MIS, its racing tradition and its unique, national park-like location in the lush “Irish Hills” of Southeastern Michigan.
The MIS identity was inspired by the speed and thrills of 180 MPH racing and the tracks unique surroundings. It was developed to help promote the excitement and entertainment of race weekend. The logo has the ability to work on the side of a race car and in rustic campground signage. It helps convey a sense of place and continues to position MIS as the premiere super speedway in the Midwest.
MIS President, Roger Curtis says, “This is not just a logo; it’s a brand that will help define us for the next 40 years, In all of the research, we asked our fans to tell us what they love about Michigan International Speedway and what they most associate us with. Is it the racing? Is it the drivers who make NASCAR events so exciting? What is it about MIS that makes our speedway so unique? We found that our location and our race fans make MIS what it is, and this logo is finally a true reflection of that.”
The vibrant colors represent the speedway’s gorgeous location in Brooklyn, Mich., a cozy little town nestled among rolling green hills and sparkling blue lakes. The design of the speedway’s oval incorporates a brilliant, orange sun among hills and trees. “It’s your speed,” the tagline introduced last year by ddm, also defines the new brand and represents the vast experiences ticket holders at Michigan International Speedway have when visiting the track. Race fans set their own pace at MIS.
“Our brand is about the experience you have at our speedway,” Curtis added. “We are making tremendous investment in that experience and improving the speedway by learning from our customers, and this new logo and the work we are doing on our grandstands, in our campgrounds, in our parking lots and in our traffic patterns reflects that. This is a great way to start the next 40 years.”
