To the Renegades: The bad-ass, relentless competitors who live life on their terms. The ones who are unapologetically themselves and uncompromising in their convictions. Aggressive in pursuit, unpretentious in approach. The no-nonsense, trophy-winning breed that won’t be outworked. Where the thrill of competing is enough to get their motor running. To the crew that knows winning isn’t some smoky ambition. It is their DNA. They adapt, shift, and progress, but they remain true to their roots, no matter what. To the ones who show up, not for money or fame, but for the love of sport. Bold, charismatic, and fiercely loyal. To those who were born to be wild, to be champions. Here’s to the racers.
Stewart-Haas Racing, co-owned by 3-time NASCAR Cup Series Champion Tony Stewart and Gene Haas, stands as a title-winning NASCAR team with a rich history. Since its establishment in 2009, the dynamic duo of Tony and Gene has cultivated a winning legacy, securing two NASCAR Cup Series titles and a NASCAR Xfinity Series championship.
In a bid to redefine their brand and propel their iconic racing tradition into the next generation, the SHR team sought a fresh identity for 2024. We created a comprehensive visual language to authentically capture the essence of Stewart-Haas. Crafted to be adaptable and progressive, the design system mirrors the agility and speed inherent in a driver's improvisation. Much like a skilled driver navigating the twists and turns of a race, the SHR identity was conceived with speed and flexibility at its core. Drawing inspiration from Tony "Smoke" Stewart and the relentless pursuit of speed, the brand underwent a transformative evolution while staying deeply rooted in its heritage.
SHR-INSPIRED: The previous logo was inspired by Chevy. SHR now races Ford. This mark reflects SHR values and does not tie to a specific manufacturer.
EVOLUTION: The NASCAR landscape has changed since SHR’s 2009 inception. This system has the flexibility to fit all digital and print needs.
A NEW ERA: SHR expects to draw in new racers over the next few years. This identity will help build the brand and position SHR for future success.
MODERN GRIT: The new logo speaks to SHR’s personality. It embraces their classic racing roots while engaging new and progressive fans.