IMSA

Official Websites

• https://www.imsa.com
• http://www.imsaracing.net

Brand Guidelines

2023

Brand Summary

Mission

• To maintain a consistent and recognizable visual identity for IMSA, unifying messaging across all IMSA spaces and establishing clear communication recognizable by IMSA’s partners and its audience [^1].

Core Values

• consistency
• clarity
• recognizability
• integrity
• creativity

Target Audience

• IMSA partners, audience, employees, competitors, race fans, and stakeholders [^2].

Personality Traits

• dynamic
• professional
• modern
• energetic
• sporty

Visual Identity Overview

• IMSA’s visual identity centers on a bold red, white, and black color palette, accented by gradient graphics and geometric shapes. The logo always appears on white, supplemented by a ’track’ graphic device. Typography is clean and modern, using Aktiv Grotesk and Arial. Visual style emphasizes speed, motion, and clarity, with consistent use across all brand materials, signage, uniforms, and communications [^3].

Categories

Brand Imagery

• The new logo standardizes the position and appearance of the IMSA mark, it ensures it always appears on white, and that the red IMSA mark is the only mark in use.
• It features the new IMSA ’track’ identity, a graphic device that defines the white space within which the IMSA mark is placed.
• The primary logo is preferred and should be considered first.
• The IMSA primary logo should be used by both internal and external employees and partners.
• This logo should be used on brand materials: ads, billboards, cars, brochures, letterheads, merchandise, signage, etc.
• Secondary logo uses Small-dimension graphics: such as email signatures and some digital assets where space is insufficient for the track graphic. Uniforms: where the track graphic isn’t required to maintain a white space. Visual communications: where IMSA is used in the messaging.
• The red IMSA mark on white background.
• The IMSA lock-up logo can be used by competitors for uniforms, driver’s suits, transporters, race cars, etc. where the primary logo is not applicable (ie. on red backgrounds). The white background and black border are required and should not be altered.

Color Palette

• The primary color palette communicates IMSA’s corporate identity. The IMSA identity is firstly red and white for clarity in communication, using black text. Black backgrounds used sparingly maintain a clean fresh identity. The IMSA logo should only appear in the primary color palette.
• Gray accent colors may be introduced to any design item where applicable, they provide a softer tone to offest photography and text and compliment the primary color palette.
• Specific to IMSA WeatherTech SportsCar Championship, these colors indentify the individual race classes, they are officially approved and do not change.
• PRIMARY COLOR PALETTE PMS BLACK CMYK CMYK C:0 M:100 Y:99 K:4 WHITE C:75 M:68 Y:67 K:90
• SECONDARY COLOR PALETTE -NEUTRAL GRAYS CMYK C:70 M:58 Y:63 K:50 LIGHT GRAY GRADIENT
• IWSC CLASS COLOR PALETTE PMS PMS PMS PMS PMS BLACK3 7455 165 1797 354 CMYK CMYK CMYK CMYK CMYK C:73 M:61 Y:70 K:71 C:88 M:77 Y:0 K:0 C:0 M:74 Y:95 K:0 C:0 M:100 Y:99 K:4 C:95 M: Y:100 K:0 RGB RGB RGB RGB RGB R:33 G:39 B:33 R:58 G:83 B:164 R:242 G:104 B:41 R:227 G:27 B:35 R:0 G:174 B:66
• IMSA primary brand colors are accented in communications and support materials by colored gradient graphics, which aid the visual application of the brand.
• Primary gradient. used in the majority of IMSA communications, printed material. signs, banners, etc.
• Secondary gradients, used to accent technical and corporate aspects in visual collateral.
• The graphic background should always appear with the gradient stripe flowing from top-left to bottom-right.
• IMSA WeatherTech SportsCar Championship classes are accented in support materials where applicable, by colored gradient graphics which represent each race class.

Typography

• Aktiv Grotesk, is the new primary font family for IMSA.
• Two type styles from that font family essentially form the IMSA typographic identity, Aktiv Grotesk and Aktiv Grotesk Extended.
• Variations of weight are available and particular weights of typeface are preferred in certain situations.
• Arial, is a universally recognized system font available on most PCs.
• It is only to be used for PowerPoint presentations, Word documents, and certain related internal corporate communications, where file exchange, editing, revision and compatability are the primary focus.
• Aktiv Grotesk SemiBold
• Aktiv Grotesk Regular
• Aktiv Grotesk Light
• Aktiv Grotesk Ex SemiBold
• Aktiv Grotesk Ex Regular
• Aktiv Grotesk Ex Light
• Arial Bold
• Arial Regular
• Arial Light
• Aktiv Grotesk is available from Adobe Creative Cloud and is available for commerical use.
• Type should be set clearly and arranged with a hierarchy and clear information delivery in mind at all times.
• Clearly defined spaces between headlines, headings and body text are important in communications, as this defines hierarchical structure of information.
• A relationship between Light and SemiBold weights is preferred for the IMSA identity.
• Depending upon the situation body text may appear in either Regular or Light.
• Carefully consider which is used, clarity and legibility must always be a priority.
• HEADING SET IN AKTIV GROTESK LIGHT CAPS
• Subheading in Aktiv Grotesk SemiBold, Aktiv Grotesk SemiBold subheading, SemiBold
• Body text Aktiv Grotesk Regular, body text in Regular Aktiv Grotesk body text in Regular, Aktiv Grotesk Regular, body text in Regular Aktiv Grotesk body text in Regular. Body text in Aktiv Grotesk Regular, body text in Regular Aktiv Grotesk body text in Regular.
• Body text in Aktiv Grotesk Light, body text in Light Aktiv Grotesk body text in Light Aktiv Grotesk Light, body text in Light Aktiv Grotesk body text in Light. Body text in Aktiv Grotesk Light body text in Light Aktiv Grotesk body text in Light, Aktiv Grotesk Light.
• Address font: Aktiv Grotesk Bold, Regular, 8.5 pt
• Letter text font: Aktiv Grotesk (External)
• Letter text font: Arial (Internal)
• Title font: Aktiv Grotesk Light: Caps, 15 pt
• Header title: Aktiv Grotesk Semi Bold, Light
• Body text: Arial
• Title font: Aktiv Grotesk Light: Caps, 78 pt
• Title font: Aktiv Grotesk SemiBold, Light: Caps, 17 pt
• Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps.
• Tune-in title style: Aktiv Grotesk Light: Caps.
• Tune-in title style: Aktiv Grotesk SemiBold: Caps.
• Type style: Aktiv Grotesk Light: Caps.
• Type style: Aktiv Grotesk SemiBold: Upper/lower case
• Title font: Aktiv Grotesk Light: Caps.

Logo Usage

• The new logo standardizes the position and appearance of the IMSA mark, it ensures it always appears on white, and that the red IMSA mark is the only mark in use.
• It features the new IMSA ’track’ identity, a graphic device that defines the white space within which the IMSA mark is placed.
• The primary logo is preferred and should be considered first.
• The IMSA primary logo should be used by both internal and external employees and partners.
• This logo should be used on brand materials: ads, billboards, cars, brochures, letterheads, merchandise, signage, etc.
• Secondary logo uses Small-dimension graphics: such as email signatures and some digital assets where space is insufficient for the track graphic. Uniforms: where the track graphic isn’t required to maintain a white space. Visual communications: where IMSA is used in the messaging.
• The red IMSA mark on white background.
• The IMSA lock-up logo can be used by competitors for uniforms, driver’s suits, transporters, race cars, etc. where the primary logo is not applicable (ie. on red backgrounds). The white background and black border are required and should not be altered.
• The IMSA mark itself must always have sufficient clear space around it and not appear too close to other elements that could undermine its authority and clarity.
• No other element should appear inside the exclusion zone.
• THE HEIGHT OF THE IMSA ‘A’ CREATES A MINIMUM SAFE SPACE RELATIVE TO ‘TRACK’ GRAPHIC AND ASSET MARGINS
• Flexibilty is important when designing assets but identity and integrity are paramount. Here are some acceptable variations of use.
• Application to different-sized media Where the IMSA mark and the track device will not scale together to produce a desirable outcome, place the vanishing point of the track at the right edge, and scale left to create a comfortable white space to accommodate the desired size of the IMSA mark.
• The track graphic should always bleed off, and the IMSA mark can then be framed in the clear white space.
• When applying the primary and secondary logos please maintain the integrity of the IMSA brand by noting the minimum height size requirements for both print and web applications listed here.
• PRINT -MINIMUM IMSA MARK SIZE
• WEB -MINIMUM IMSA MARK SIZE
• In the event the secondary logo is required to appear on a photograph, please note the following acceptable use.
• When applying the primary and secondary logos please maintain the IMSA logo’s original integrity at all times.
• Here are some DO NOT examples to help: 1. DO NOT change the color 2. DO NOT change the size ratio of elements 3. DO NOT blur 4. DO NOT add a stroke 5. DO NOT encroach on clear space 6. DO NOT rotate 7. DO NOT stretch or distort 8. DO NOT add a transparency

Visual Style

• A consistent presentation of the IMSA visual identity is essential in maintaining the brand.
• The new graphic identity replaces any previous identity used in IMSA visual communication and points of contact.
• The IMSA logo has not changed, but is now supplemented with a graphic device, the “track,” that maintains a consistent white space within which the IMSA logo appears.
• Accompanying the new identity is a refreshed visual language for the IMSA brand, to unify messaging across all IMSA spaces, and establish consistent and clear communication recognizable by IMSA’s partners and its audience.
• The new language provides creative opportunities for IMSA and it is important these guidelines are followed wherever possible in all communications.
• The new logo standardizes the position and appearance of the IMSA mark, it ensures it always appears on white, and that the red IMSA mark is the only mark in use.
• It features the new IMSA ’track’ identity, a graphic device that defines the white space within which the IMSA mark is placed.
• The primary logo is preferred and should be considered first.
• The IMSA primary logo should be used by both internal and external employees and partners.
• This logo should be used on brand materials: ads, billboards, cars, brochures, letterheads, merchandise, signage, etc.
• Secondary logo uses Small-dimension graphics: such as email signatures and some digital assets where space is insufficient for the track graphic. Uniforms: where the track graphic isn’t required to maintain a white space. Visual communications: where IMSA is used in the messaging.
• The red IMSA mark on white background.
• The IMSA lock-up logo can be used by competitors for uniforms, driver’s suits, transporters, race cars, etc. where the primary logo is not applicable (ie. on red backgrounds). The white background and black border are required and should not be altered.

Layout And Composition

• The IMSA mark itself must always have sufficient clear space around it and not appear too close to other elements that could undermine its authority and clarity.
• No other element should appear inside the exclusion zone.
• THE HEIGHT OF THE IMSA ‘A’ CREATES A MINIMUM SAFE SPACE RELATIVE TO ‘TRACK’ GRAPHIC AND ASSET MARGINS
• Flexibilty is important when designing assets but identity and integrity are paramount. Here are some acceptable variations of use.
• Where the IMSA mark and the track device will not scale together to produce a desirable outcome, place the vanishing point of the track at the right edge, and scale left to create a comfortable white space to accommodate the desired size of the IMSA mark.
• The track graphic should always bleed off, and the IMSA mark can then be framed in the clear white space.
• When applying the primary and secondary logos please maintain the integrity of the IMSA brand by noting the minimum height size requirements for both print and web applications listed here.
• PRINT -MINIMUM IMSA MARK SIZE
• WEB -MINIMUM IMSA MARK SIZE
• When applying the primary and secondary logos please maintain the IMSA logo’s original integrity at all times.
• DO NOT change the color
• DO NOT change the size ratio of elements
• DO NOT blur
• DO NOT add a stroke
• DO NOT encroach on clear space
• DO NOT rotate
• DO NOT stretch or distort
• DO NOT add a transparency

Stationery

• Letterhead Format: US letter: 8.5" x 11" Output: CMYK process, single-sided Address font: Aktiv Grotesk Bold, Regular, 8.5 pt Letter text font: Aktiv Grotesk (External) Arial (Internal)
• Compliments slips Format: 8.5 x 3.75" Output: CMYK process, single-sided
• Title font: Aktiv Grotesk Light: Caps, 15 pt
• Address font: Aktiv Grotesk Bold, Regular, 8.5 pt
• Standard envelope Dimensions: 9.5" x 4.125" Output: CMYK process, single-sided
• Medium envelope Dimensions: 9" x 6" Output: CMYK process, single-sided
• Large envelope Standard size: 12’ x 9" Output: CMYK process, single-sided
• Business cards Dimensions: 3.5 x 2" Output: CMYK process, double-sided
• Email signatures Dimensions: 354 px x 100 px Output: RGB, 300 dpi, jpeg
• Registration hard card Dimensions: 2’ x 3 Output: CMYK process, double-sided
• Registration envelope Dimensions: 6’ x 9" Output: CMYK process, single-sided

Event Support

• Paddock banner colors are specific to the class of each race team.
• Colored gradient panel and class name information device to be appropriate class color.
• IMSA primary logo, WeatherTech SportsCar Championship logo, team number, team name, and class name.
• Partner logos should be balanced in size and scale and evenly spaced.
• Dimensions: 47.5" x 180" at full-size
• Output: CMYK process, double-sided
• Grid sign colors are specific to the class of each race team.
• Colored gradient panel and class name badge to be appropriate class color.
• The sponsor logo should appear in the same space and at the same size at all times and not be associated with the race team.
• Dimensions: 18" x 24" at full-size Output: CMYK process. double-sided
• Class name panel: Appear on the side of the car identifying the race class.
• Output: CMYK process
• Class number panels: Appear on the side of the car identifying race team and class. Dimensions: 13.5" x 12" at full-size Output: CMYK process
• Event number panels: Appear on the side of the car and include event logos. Dimensions: 13.5" x 14" at full-size Output: CMYK process
• Clear large format signs enhance the race experience, providing race fans with helpful information to follow the action on-track.
• Clearly present information for strength and clarity.
• A relationship between Light and SemiBold weights is preferred for the IMSA identity.
• Carefully consider which is used, clarity and legibility must always be a priority.
• Dimensions: 60" x 36" at full-size Output: CMYK process, single-sided
• The fan guide is a multi-page printed handout, providing race fans with in-depth race information to enhance the race day experience and enjoy the action on-track.
• A relationship between Light and Semi Bold weights is preferred for the IMSA identity.
• Dimensions: Trim: 4" x 9" Output: CMYK process
• A-frame boards identify specific areas within the event space.
• Technical areas at IMSA events are identified by the dark gray gradient.
• Type style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Upper/lower case
• Dimensions: 24" x 36" Output: CMYK process
• Where IMSA is used in messaging the secondary logo can be used.
• Where the secondary logo appears the graphic should be predominantly white.
• Corporate areas at IMSA events can be accented by the light gray gradient.
• IMSA corporate banners used to identify corporate areas and for general purpose brand awareness.
• Secondary logo.
• Dimensions: Banner: 47.5" x 180" Flag: 28.5" x 108" Output: CMYK process, double-sided
• At-event banners used to identify specialized areas of service.
• Red visual branding: fans.
• Dark gray visual branding: technical and corporate.
• Primary logo.
• Title font: Aktiv Grotesk Light: Caps.
• Dimensions: 47.5" x 180" at full-size. Output: CMYK process, double-sided
• The IMSA uniform is issued to each employee. It is to be worn traveling to, from, and at events only.
• Not to be worn during off-hours or during personal time. No items outside of the featured apparel are acceptable at IMSA-sanctioned events.
• Polo: Primary at-track uniform for all employees at all times. To be paired with full-length, black pants and black shoes.
• Button down: To be worn during semi-formal events and meetings only. Not to be worn at track during standard event duties.
• Output: Embroidery
• Heavyweight. lightweight and rain jackets are acceptable to be worn at all times.
• Personal jackets are not permitted during official events.
• T-Shirt: Not to be worn during official event operations; intended use is for set-up and tear down days.
• Hat and Beanie Hat: Acceptable to wear at any time.
• Personal hats not acceptable during official events.

Press Kit

• IMSA WeatherTech SportsCar Championship press kit cover.
• Primary logo.
• Title font: Aktiv Grotesk Light: Caps, 78 pt
• Dimensions: US letter: 8.5" x 11"
• Output: CMYK process, single-sided

Media

• IMSA WeatherTech SportsCar Championship press release cover page. Primary logo. IMSA address and contact lock-up. Title font: Aktiv Grotesk SemiBold, Light: Caps, 17 pt Address font: Aktiv Grotesk Bold, Regular, 8.5 pt Dimensions: US letter: 8.5" x 11" Output: CMYK process, single-sided
• IMSA WeatherTech SportsCar Championship magazine ad. Dynamic event race photo, full-bleed, fade to white. Primary logo. Race title sponsor logo, live and broadcast partner logos. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Trim: 8.125" x 10.875" Bleed: 8.375" x 11.125" Output: CMYK process, single-sided Maintain style when resizing ad for different publications.
• IMSA WeatherTech SportsCar Championship event poster. Dynamic event race photo, full-bleed, fade to white. Primary logo. Race title sponsor logo, QR code and scan for tickets logo. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Trim: 18" x 24" Bleed: 18.25" x 24.25" Output: CMYK process, single-sided Maintain style when resizing poster for different applications.
• IMSA WeatherTech SportsCar Championship digital tune-in ads. Dynamic event race photo or beauty static, full-bleed, fade to theme color. Primary logo. Race title sponsor logo, live and broadcast partner logos. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Landscape: 16:9, 1920 px x 1080 px Portrait: 9:16, 1080 px x 1920 px Output: RGB, 300 dpi, jpeg Maintain style when resizing ad to different dimensions.
• IMSA WeatherTech SportsCar Championship media partner ad. Secondary logo. Secondary logo instance When dimensions of the asset do not allow for the track graphic to accompany the IMSA mark the secondary logo can be used. TUNE-IN WEB BANNER AD Race title sponsor logo, live and broadcast partner logos. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Landscape: 728 px x 90 px Output: RGB, 300 dpi, jpeg

Promotion

• IMSA WeatherTech SportsCar Championship magazine ad. Dynamic event race photo, full-bleed, fade to white. Primary logo. Race title sponsor logo, live and broadcast partner logos. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Trim: 8.125" x 10.875" Bleed: 8.375" x 11.125" Output: CMYK process, single-sided Maintain style when resizing ad for different publications.
• IMSA WeatherTech SportsCar Championship event poster. Dynamic event race photo, full-bleed, fade to white. Primary logo. Race title sponsor logo, QR code and scan for tickets logo. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Trim: 18" x 24" Bleed: 18.25" x 24.25" Output: CMYK process, single-sided Maintain style when resizing poster for different applications.
• IMSA WeatherTech SportsCar Championship digital tune-in ads. Dynamic event race photo or beauty static, full-bleed, fade to theme color. Primary logo. Race title sponsor logo, live and broadcast partner logos. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Landscape: 16:9, 1920 px x 1080 px Portrait: 9:16, 1080 px x 1920 px Output: RGB, 300 dpi, jpeg Maintain style when resizing ad to different dimensions.
• IMSA WeatherTech SportsCar Championship media partner ad. Secondary logo. Secondary logo instance When dimensions of the asset do not allow for the track graphic to accompany the IMSA mark the secondary logo can be used. TUNE-IN WEB BANNER AD Race title sponsor logo, live and broadcast partner logos. Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps. Dimensions: Landscape: 728 px x 90 px Output: RGB, 300 dpi, jpeg

Digital Ads

• IMSA WeatherTech SportsCar Championship digital tune-in ads.
• Dynamic event race photo or beauty static, full-bleed, fade to theme color.
• Primary logo.
• Race title sponsor logo, live and broadcast partner logos.
• Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps.
• Dimensions: Landscape: 16:9, 1920 px x 1080 px Portrait: 9:16, 1080 px x 1920 px
• Output: RGB, 300 dpi, jpeg
• Maintain style when resizing ad to different dimensions.
• Secondary logo instance When dimensions of the asset do not allow for the track graphic to accompany the IMSA mark the secondary logo can be used.
• IMSA WeatherTech SportsCar Championship media partner ad.
• Secondary logo.
• Dimensions: Landscape: 728 px x 90 px

Website Partner Ads

• IMSA WeatherTech SportsCar Championship media partner ad.
• Secondary logo.
• Secondary logo instance When dimensions of the asset do not allow for the track graphic to accompany the IMSA mark the secondary logo can be used.
• TUNE-IN WEB BANNER AD
• Race title sponsor logo, live and broadcast partner logos.
• Tune-in title style: Aktiv Grotesk Light: Caps. Aktiv Grotesk SemiBold: Caps.
• Dimensions: Landscape: 728 px x 90 px
• Output: RGB, 300 dpi, jpeg

Signage

• A-frame boards identify specific areas within the event space.
• Technical areas at IMSA events are identified by the dark gray gradient.
• Clearly present information for strength and clarity.
• A relationship between Light and Semi Bold weights is preferred for the IMSA identity.
• Carefully consider which is used, clarity and legibility must always be a priority.
• Type style: Aktiv Grotesk Light: Caps.
• Aktiv Grotesk SemiBold: Upper/lower case
• Dimensions: 24" x 36"
• Output: CMYK process
• Where IMSA is used in messaging the secondary logo can be used.
• Where the secondary logo appears the graphic should be predominantly white.
• Corporate areas at IMSA events can be accented by the light gray gradient.
• IMSA corporate banners used to identify corporate areas and for general purpose brand awareness.
• Secondary logo.
• Dimensions: Banner: 47.5" x 180"
• Dimensions: Flag: 28.5" x 108"
• Output: CMYK process, double-sided
• At-event banners used to identify specialized areas of service.
• Red visual branding: fans.
• Dark gray visual branding: technical and corporate.
• Primary logo.
• Title font: Aktiv Grotesk Light: Caps.
• Dimensions: 47.5" x 180" at full-size.

Uniform

• The IMSA uniform is issued to each employee. It is to be worn traveling to, from, and at events only.
• Not to be worn during off-hours or during personal time. No items outside of the featured apparel are acceptable at IMSA-sanctioned events.
• Secondary logo.
• Polo: Primary at-track uniform for all employees at all times. To be paired with full-length, black pants and black shoes.
• Button down: To be worn during semi-formal events and meetings only. Not to be worn at track during standard event duties.
• Output: Embroidery
• SECONDARY LOGO PLACEMENT Secondary logo above right chest pocket area. IMSA apex symbol placed on back of neck yoke.
• Jackets: Heavyweight. lightweight and rain jackets are acceptable to be worn at all times.
• Personal jackets are not permitted during official events.
• T-Shirt: Not to be worn during official event operations; intended use is for set-up and tear down days.
• Hat and Beanie Hat: Acceptable to wear at any time.
• Personal hats not acceptable during official events.

Additional Properties