Challenge
Evolve Andretti’s legacy as “Racing Royalty” into a modern, global brand that connects across fans, partners, sponsors, and teams. The goal was to create a brand platform strong enough to support future growth and international expansion across multiple disciplines of motorsport and beyond.
Breakout Strategy
Our approach centered on three strategic pillars:
UNIFY: Consolidate multiple legacy logos and visual elements into a single, cohesive system that represents all Andretti properties.
ADVANCE: Position Andretti as a modern and innovation-led force that appeals to new generations of motorsport fans and partners.
SPARK A MOVEMENT: Build a brand narrative rooted in passion, performance, and progress that could inspire global audiences.
Program
We developed a comprehensive brand identity that is flexible and powerful enough to support Andretti Global across its full ecosystem. The work included brand strategy, messaging, visual identity, and creative tools designed for internal and external teams. A custom typeface, Andretti Sans Pro, was created to give the brand a distinct and modern foundation.