The refreshed brand officially launched at the season launch, January 27, 2026, at Ford’s home in Detroit, Michigan. Millions tuned in to watch the season launch and online engagement soared. Fans globally embraced the new identity with open arms. Audiences around the world are reconnecting with the brand in huge numbers with search and retail data destroying previous records. No doubt about it: Ford Racing is back.
Challenge
For Ford Performance, 125 years of racing had its challenges: multiple name and identity changes over the years had eroded momentum.
To link competition and production vehicles, on-track and off-road racing, it was time to unify the brand with a name that enthusiasts, customers and engineers alike could wear with pride. We developed a clearly defined strategy and an identity only they could own: America’s Race Team. This is Ford Racing reborn.
To link competition and production vehicles, on-track and off-road racing, it was time to unify the brand with a name that enthusiasts, customers and engineers alike could wear with pride. We developed a clearly defined strategy and an identity only they could own: America’s Race Team. This is Ford Racing reborn.
What we did
We partnered with Ford to redefine Ford Performance, transforming a fragmented legacy into a singular, powerful identity that will launch the brand into the future.
We reintroduced the iconic Ford Racing name that fans never left behind and established a clear platform: America’s Race Team. This positioning became the foundation for a comprehensive brand system designed to express Ford’s unapologetic performance—rooted in grit, noise and emotional intensity.
We built a cohesive identity that could scale across every touchpoint. To capture the visceral experience of racing, we developed Racing Landscapes, a distinctive graphic language derived from the 13 stripes of the American flag. We also created a custom typeface inspired by the Raptor’s iconic grille lettering. By evolving this familiar design element into a bold typographic system, we connected Ford’s loud, unflinching spirit to the broader brand, amplifying recognition while embedding authenticity into every expression.
We reintroduced the iconic Ford Racing name that fans never left behind and established a clear platform: America’s Race Team. This positioning became the foundation for a comprehensive brand system designed to express Ford’s unapologetic performance—rooted in grit, noise and emotional intensity.
We built a cohesive identity that could scale across every touchpoint. To capture the visceral experience of racing, we developed Racing Landscapes, a distinctive graphic language derived from the 13 stripes of the American flag. We also created a custom typeface inspired by the Raptor’s iconic grille lettering. By evolving this familiar design element into a bold typographic system, we connected Ford’s loud, unflinching spirit to the broader brand, amplifying recognition while embedding authenticity into every expression.
DESIGN, IDENTITY, NAMING
Outcome
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