NASCAR revealed its new series name and a fresh brand identity in the wake of the colossal sponsorship deal struck with the Monster Energy drink company.

To be known as the Monster Energy NASCAR Cup Series from the start of 2017, America’s leading motorsport discipline will also see a new official brand identity for the first time since the widely acknowledged bar mark was used in 1976.

NASCAR revealed the branding and naming designs across its social media platforms just weeks after the unprecedented deal was made public with Monster.

In describing the redesigned logo, NASCAR said it incorporated elements of all four previous marks that have been used since the sport’s inaugural season in 1948.

“Our new NASCAR mark is modern, timeless, and embraces the heritage of our sport,” Jill Gregory, NASCAR senior vice-president and chief marketing officer, said.

“It was important for us to recognise our history and implement a piece of each previous mark in the new design.

“Our goal was to evolve the sport’s visual identity to make it concise, relevant and functional, while respecting and maintaining the unique qualities of the original mark.”

The Daytona 500 will open the Monster Energy NASCAR Cup Series on February 26.

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