SBD/Morning Buzz

American Le Mans, Grand-Am Series To Come Under Unified Branding

Less than six months after its acquisition of the American Le Mans Series, NASCAR’s Grand-Am Road Racing has finalized the name and logo for the combined organization, which will be known as United SportsCar Racing. The organization will use a logo that features a red helmet above an italicized san-serif font that features the word United in black and SportsCar in red. The top of the helmet is composed of a curling line that represents three-quarters of an oval racetrack and the bottom is three-quarters of a square that represent an angulated street course. The name and logo will be unveiled today at 2:30pm ET at Sebring Int'l Raceway. N.Y.-based SME Branding spent four months working with Grand-Am and ALMS executives on the design.

In addition to unveiling the new series name, Grand-Am and ALMS leaders plan to announce that the sanctioning body of the series will be the Int'l Motor Sports Association (IMSA), which sanctions ALMS. They will use a new logo for IMSA that features a straight red arrow framed by a black square that has a white s-shape in its center.
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