Telling Nashville Superspeedway’s Story By Michael Lewis, Nashville Superspeedway
Rodney Richardson has been telling stories for several decades – just not in the traditional way. The founder of RARE Designs, a Mississippi-based brand-building firm, Richardson and his team have designed innovative logos since 1999 for clients ranging from professional and collegiate sports franchises to civic and government organizations to companies with worldwide reach. “A logo is the face of a brand,” Richardson said. “And because we see branding as an opportunity for storytelling — and people always love a good story — a logo becomes one of the primary storytellers for that brand. “It gives people something to sink their teeth into rather than just having a trendy logo for the sake of chasing trends. Trends are great, but logos have a purpose, and we find that when they fulfill that purpose, they resonate with fans and audiences.” In RARE’s latest project, Richardson had the challenge of both rebuilding a brand for a hungry and passionate fanbase and reintroducing a sports and entertainment facility to a growing community.
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NASHVILLE SUPERSPEEDWAY
LOGOS CREATED BY RARE DESIGNS FOR NASHVILLE SUPERSPEEDWAY
