A New Era for USAC Racing

The United States Auto Club is rich with heritage. Founded in 1955, USAC is the premiere open-wheel racing sanctioning body in the United States featuring the Silver Crown Series, National Sprint Car Series and the National Midget Series.

USAC contacted Fuel22 to revive and modernize the USAC brand as a way to increase awareness in the younger fan demographic as well as focusing more on the pure racing aspect of the organization. To accomplish this we worked closely with USAC in determining how their existing branding is perceived, what elements best represent the brand and the possibility of creating a memorable icon which could eventually stand alone as a symbol for USAC Racing.

The end result represents the amazing heritage of USAC’s Triple Crown, it’s firmly planted American roots and the speed and power of the cars.



Brand Development


Icon Development


Integration with existing brand | Digital Style Guide and Direction