A key component in the merger of GRAND-AM Road Racing and the American Le Mans Series presented by Tequila Patrón was announced today, with world-class branding agency SME Branding selected to develop the new identity for the combined sports car series.

Ed Bennett, President and CEO of Grand-Am, Jim France, Don Panoz and Scott Atherton, President and CEO of ALMS
Ed Bennett, President and CEO of Grand-Am, Jim France, Don Panoz and Scott Atherton, President and CEO of ALMS

Photo by: Grand-Am

“Scott Atherton and I both believe our mandate, since announcing plans to merge GRAND-AM and ALMS, has been to ensure that we get it right the first time,” said GRAND-AM CEO Ed Bennett. “We think we’re well on our way to doing that from an identity standpoint with SME Branding on board.”

The New York-based agency’s client list includes NASCAR, the NFL, NHL, UFC, the New York Yankees, Kentucky Derby, and Madison Square Garden. In this assignment, SME will conduct stakeholder research, develop positioning strategy and produce the name, logo and brand identity for the new series.

“We are honored to be part of this historic moment in motorsports,” said SME Branding Senior Partner Ed O’Hara. “Our process will include key stakeholders from the merged series so that we can get to one holistic concept representing both the excitement and prestige of the series.”

The new branding is expected to be revealed in early 2013.

GRAND-AM Road Racing