Hulsbosch Drives New Brand Identity For V8 Supercars

  • V8_Supercars_Brand_V_CMYK_Rev
  • 2 - Hulsbosch - V8_Supercars
  • V8 Supercars
  • 4 - Hulsbosch - V8_Supercars
  • at the Supercheap Auto Bathurst 1000, Event 11 of the 2014 Australian V8 Supercar Championship Series at Mount Panorama Circuit, Bathurst, October 12, 2014.
1 / 5

Australia’s 3rd largest attended and 4th most watched television sports event, V8 Supercars has launched a new positioning and contemporary brand identity created by branding and design agency Hulsbosch.

The Hulsbosch brand and visual identity reflects the V8 Supercars business growth strategy and successfully communicates an ability to cut through as a populist brand with a broader appeal for current and future fans.

Hulsbosch pursued vigorous consumer testing and contributed to research groups across Australia. An online survey and extensive key stakeholder interviews provided a detailed and in-depth understanding of the evolution of the sport.

The research and insights revealed a clear set of attributes and values for the brand – extreme energy, visually stunning, teamwork, respectful, relentlessly progressive, passionate – that have all been carefully integrated into the creative outcome. These reflect how V8 Supercars is perceived as one of Australia’s most physically challenging sports with elite athletes engaged in brutal combat, driving the world’s toughest racing machines.

Hans Hulsbosch, executive creative director, Hulsbosch, said: “An unforgettable and exhilarating race experience, touring car’s new icon colouring of ‘red’ displays a notion of fast and furious speed. Thrilling trackside showdowns are represented in the curvature of the ‘S’ and combines with a signature of intensity to drive through the ‘esses’. From the side positioning, the ‘C’ represents the strategic-thinking and power of the V8 Supercars Championship. Primarily the unique brand is a reflection of the courage of our Australian-based speed heroes.

“The ‘SC’ moniker is a simplified identification and will generate a genuine presence as a stand-alone icon for the sport, developed as an enduring brand to stand the test of time.

Similar to successful identifiable icons Hulsbosch have created for Woolworths, Masters, Rebel and Qantas.”

V8 Supercars CEO James Warburton said: “The time is right for a striking and dominant identity as we head to the next phase for the sport, on and off the track. V8 Supercars is dynamic, aggressive and intensely competitive. The sport needs an identity that represents these characteristics on a global stage.”

Before the first calendar race in February 2015, the V8 Supercars rebrand will be integrated into all corporate and marketing collateral, events, digital, sub brands and special programs; including the Dunlop V8 Supercars Championship.

Credits:
Hans Hulsbosch, Executive Creative Director
Jaid Hulsbosch, Director
Phil Wadewitz, Designer
Emma Stone, Senior Account Director
Elena Ghatt, Senior Account Manager




Please login with linkedin to comment

marketing land Roy Morgan Research

Latest News

The Coffee Commune’s “Finding Brisbane’s Best Cafe” Achieves Record Entries
  • Campaigns

The Coffee Commune’s “Finding Brisbane’s Best Cafe” Achieves Record Entries

To promote the launch of its latest campaign, ‘Finding Brisbane’s Best Cafe’, The Coffee Commune (TCC) harnessed the power of radio, digital and programmatic OOH. The seven-week campaign also served to increase The Coffee Commune’s membership, and via TFM Digital, it saw a record 39,633 entries garnered (28,774 unique), with 880+ cafes nominated. Teaming up […]

Are Media Nabs Carly Bowra From Seven Network
  • Media

Are Media Nabs Carly Bowra From Seven Network

Are Media, Australia’s leading omnichannel content company for women, today announced the appointment of Carly Bowra to the new role of director of marketing, effective immediately. Reporting to Are Media chief executive officer Jane Huxley and joining the executive leadership team, Carly will be responsible for consumer and channel marketing across the company’s digital and […]

OMA 2023 Creative Collection: UberEats Delivers A Win
  • Campaigns

OMA 2023 Creative Collection: UberEats Delivers A Win

The Outdoor Media Association (OMA) today announced the Grand Prix winner for the 2023 Creative Collection competition as UberEATS’s Get Almost Almost Anything campaign. The Grand Prix winner was chosen from 20 campaigns— all winners of the quarterly Creative Collection competition, which has been run by the OMA since 2013. In total, 135 campaigns were […]

QMS Helps Brands Shine With Pride For Sydney’s Mardi Gras Festival
  • Campaigns

QMS Helps Brands Shine With Pride For Sydney’s Mardi Gras Festival

With the iconic Sydney Gay and Lesbian Mardi Gras Festival dazzling the Harbour City in recent weeks, QMS is embracing the colour, creativity and pride of Mardi Gras with a strong collection of advertisers for the annual celebration of love, equality and inclusion. QMS’ world-leading City of Sydney digital street furniture network is proudly showcasing […]

The Pistol Locks & Loads New Leadership Team
  • Advertising

The Pistol Locks & Loads New Leadership Team

Digital solutions agency, The Pistol, has announced the appointment of marketing executive Ashley Grey as one of two new Group Account Directors, along with the promotion of long-standing senior staffers, Yulia Edirisinghe and Julia Lake, as it significantly bolsters its senior leadership team. Lead image: L-R Yulia Edirisinghe, Ashley Grey, Julia Lake Grey brings nearly […]

“Genius!!” – Network 10 Gives Tillies Goalkeeper A Hilarious Job Title Switch
  • Media

“Genius!!” – Network 10 Gives Tillies Goalkeeper A Hilarious Job Title Switch

It was an incredible win for the Matildas last night with the home side annihilating Uzbekistan 10-0, catapulting themselves to a place in the  2024 Paris Olympics. Network 10, who picked up the rights for the Matildas matches back in 2021, wasted no time in celebrating the victory with a very creative use of Mackenzie […]

In A League Of Its Own: NRL Season Kicks Off On Nine This Weekend
  • Media

In A League Of Its Own: NRL Season Kicks Off On Nine This Weekend

NRL on Nine is in a league of its own. With the 2024 Telstra NRL Premiership season kicking off this weekend, brands have more league to leverage across Nine’s unrivalled Total TV, Total Audio and Total Publishing assets than ever before. With more than 145 games free and live for all Australians on the 9Network […]

DoubleVerify Launches Pre-Bid ‘Made for Advertising’ Tiered Categories For Elevated Brand Suitability
  • Advertising

DoubleVerify Launches Pre-Bid ‘Made for Advertising’ Tiered Categories For Elevated Brand Suitability

DoubleVerify has unveiled its latest innovation in brand safety and suitability with the introduction of tiered “Made for Advertising” (MFA) brand suitability categories for pre-bid avoidance. This first-to-market innovation, integrated into DV Authentic Brand Suitability (ABS), complements DV’s existing post-bid offering and provides advertisers with a full spectrum solution to maximise ad effectiveness throughout the […]

Havas Wins Viatris & Uniting Property Services In Competitive Pitches
  • Advertising

Havas Wins Viatris & Uniting Property Services In Competitive Pitches

Havas Media Network has been appointed media agency of record for global pharmaceutical company Viatris and Uniting Property Services. Lead image: Virginia Hyland CEO Havas Media Network. The remits for both brands cover media strategy, planning, buying, digital performance and search, with Viatris also including retail marketing. A best-in-class global healthcare company, Viatris’ mission is […]

Fictious police desk with crime case records containing gun, blank photos, crime scene information sheet, cd roms, magnifying glass, keys, mobile phone, bullet shell and police reports.
  • Advertising

Crime Pays: Global-First IAB Australia & Neuro-Insight Proves Effectiveness Of True Crime Podcast Advertising

A global-first neuroscience research study has found that True Crime podcast content delivers advertisers’ engagement and memorability at levels known to be effective in influencing consumer decisions and changing behaviour. The Crime Pays: Guide to Understanding True Crime Podcast Audiences and Advertising Opportunities report from IAB Australia and Neuro-Insight, the world’s preeminent neuro-marketing and neuro-analytics […]

Spotlight On Sponsors: Melbourne FC Rocked By Off-Field Scandals But Partnership Portfolio Remains Solid
  • Marketing

Spotlight On Sponsors: Melbourne FC Rocked By Off-Field Scandals But Partnership Portfolio Remains Solid

It’s been a rocky few weeks inside Melbourne FC, with star Demon Joel Smith facing drug trafficking or attempted drug trafficking allegations just a week out from the season’s kick-off. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the new season. Despite a […]

“Cornerstones Of Community Strength”: CARE Spotlights Vital Role Of Women To Overcome Poverty & Recover From Conflict & Disaster
  • Campaigns

“Cornerstones Of Community Strength”: CARE Spotlights Vital Role Of Women To Overcome Poverty & Recover From Conflict & Disaster

This International Women’s Day, CARE Australia will celebrate women as global change-makers amid increasingly frequent conflicts and climate-related crises, with Ashleigh Streeter-Jones, Natalie Kyriacou OAM, and Justine Cullen spearheading the initiative as ambassadors. Lead image: Ashleigh Streeter-Jones In its third consecutive year, the ambassadors will champion CARE Australia’s Her Circle initiative, which recognises that: when […]