Stewart-Haas Racing officially unveils 'new brand identity' and logo

After a week of hype videos and teasers, Stewart-Haas Racing has finally unveiled its newest logo and rebrand for the team. The “new brand identity” comes as the organization moves on from Kevin Harvick and Aric Almirola and brings on a new pair of NASCAR drivers.

Stewart-Haas Racing has been telling us they are a bunch of racers. They don’t need the frills and things that other teams have. This is a rebrand as the blue-collar NASCAR team with the blue oval on the front leading the charge.

NASCAR is always changing and evolving. Stewart-Haas is trying to keep up with the changes, in part, with this rebrand and logo change, which was leaked earlier this weekend.

Check out the video featuring highlights from SHR’s past as well as narration from Tony Stewart himself.

From the start in 2009, we've rolled up our sleeves, done things our way, and relentlessly pursued our passion for racing.

Today, we’re unveiling a new brand identity that reflects that DNA. pic.twitter.com/SLEfNPYHJz

— Stewart-Haas Racing (@StewartHaasRcng) January 8, 2024

A new attitude and a new direction are great after losing Harvick as well as a few key sponsors. It is a new era. Expectations are different. That doesn’t mean that this organization can’t win and be a factor in the Cup Series.

Will all of the talk lead to results on the track? That remains to be seen.

Stewart-Haas Racing needs to prove it on the track

A big point of contention many NASCAR fans have with Stewart-Haas Racing is Tony Stewart. It feels as though the team owner doesn’t care for NASCAR as much. He has not been as active as an owner, going to races, making appearances.

Then again, Stewart is still racing in the NHRA and dealing with his other ventures professionally. That includes owning an NHRA team, owning the SRX Series, and more.

Smoke hasn’t been the most active owner in the last few years. If he wants his Cup Series teams to be competitive that might have to change. Then again, it’s not like Stewart is setting up the cars and tuning them each week.

With the new rebrand, do you think Stewart-Haas Racing is moving in the right direction?