|WORK / MELLO YELLO + NHRA | NATIONAL HOT ROD ASSOCIATION||UNITEDDSN.COM|
MELLO YELLO + NHRA
NATIONAL HOT ROD ASSOCIATION
Building on the success of the newly rebranded ‘MY’ brand logo and ‘this is MY world’ ad campaign, United were asked by Coca-Cola to redesign the official Mello Yello NHRA partnership logo, and to develop a new design that would align perfectly with the new ‘MY’ brand-mark’s new attitude.
Drawing inspiration from the NHRA's top fuel division, United created a bold and graphic badge that incorporated the ‘MY’ and NHRA logos within a holding icon that represents the engine and exhausts of a top fuel dragster.
The new design works across the entire NHRA experience, from the trackside sponsorship sites, the tents, the trucks, and hospitality areas through to the drivers’ dragsters and racing suits. In developing and extending the ‘MY’ brand language to incorporate all of these elements, United created a credible, authentic partnership logo that delivers a truly immersive 360° Mello Yello/NHRA brand experience.
A CREDIBLE AND AUTHENTIC 360º BRAND EXPERIENCE
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