Updated ARA Series Branding

With the start of the 2019 season, AMSOIL was signed as presenting sponsor for the American Rally Association. With that came a need to update ARA’s original branding, developed in 2016 by Jacoby O’Conner. A simple and clean addition was decided on in order to stay consistent with established series norms.

National Championship Branding

A logo designed for cars competing in the ARA National Championship meant to distinguish them from other competitors and for publication online through series PR and Social Media channels. The logo can either be integrated directly into existing ARA door banner by replacing the normal ARA logo, or it can act as a standalone decal to be placed anywhere on a car or sold through the ARA shop to fans.

Car Class and Entry Type Identifiers

ARA has 5 different car classes – Open 4WD (O4), Limited 4WD (L4), Naturally Aspirated 4WD (NA4), Open 2WD (O2), and Limited 2WD (L2). ARA also has two entry types – National and Regional. Vehicles in all 5 classes compete in both the National and the Regional series, bringing the total number of needed possibilities to convey to 10. ARA asked Matt to design a single decal that would allow a spectator several yards away positively identify the class and series of a vehicle while it was actively racing. Matt developed a simple 2-3 letter shorthand for each class and assigned colors to represent each entry type – Red for National and Blue for Regional. The combination of the two allows for quick class identification.

The unique logos and banners developed for the National Championship and car class identification were considered by ARA management, but ultimately dropped due to concerns about potential costs to competitors.