DGM Racing Rebrand Concept

The DGM Racing rebranding package, showcased at Southern New Hampshire University’s 2023 media arts Student Show gallery, marks a significant departure from traditional NASCAR branding norms. Rooted in the recognition that many teams in the sport are undergoing identity refreshes to align with modern design sensibilities, DGM Racing sought to craft a brand that seamlessly blends contemporary aesthetics with timeless appeal.

Inspired by a classic typeface reflective of racing roots, the rebrand incorporates elements that evoke a sense of nostalgia while concurrently elucidating the forward momentum of the team. The skewed quality of the logo symbolizes progress and innovation, while the red bar conveys the brand’s distinctive personality and prominence in the industry.

The rebrand also corrects the inconsistency in the numbering system which creates an interruption in continuity for the team’s overall brand. It introduces a new revitalized numberset, with each digit crafted to reflect the team’s ethos of timeless notoriety.

Four original liveries were generated for each number, ensuring that every car embodies the aesthetic that defines DGM Racing’s identity. The color-coordinated horizontal bars cascading down the poster design pay homage to the late 90’s NASCAR hauler designs, further cementing the team’s connection to its heritage while exuding modern design elements.

The DGM Racing Rebrand Concept stands as a testament to the team’s commitment to advancement and tradition, offering a fresh perspective on NASCAR branding that resonates with fans both old and new.