A new name and identity to mark
the start of a new journey

Developing a bold strategic positioning and dynamic brand identity to put members at the heart of Motorsport UK

Motorsport UK, formerly the Motor Sports Association (MSA), has unveiled a bold strategic positioning and contemporary brand identity to help its transition from traditional and governance-led to a modern, membership-focused organisation.

rbl has been working with Motorsport UK since June 2018 and has helped the leadership team to develop a new brand platform, identity and launch campaign timed to coincide with the licence renewal process.

Although motorsport in the UK is a success story, grass-roots members who contest the bulk of the sport often feel overshadowed by a small number of high-profile, elite professionals. The organisation’s new strategy aims to build a stronger, more vibrant community across the whole of motorsport in the UK.

The new identity reflects this through the use of four concentric circles to represent four-wheeled action, united across four nations and for our members with a dynamic design celebrating thrilling speed.

rbl tapped into the bold vernacular of motorsport design over the last five decades to create a brand look and feel that brings to life the passion that unites members, their pride in the UK’s shared motorsport heritage and the power that fuels the sport.

Adam Concar, Head of Creative at rbl explains: “We wanted to create a brand that could inspire and bring together people from all walks of life who share a deep passion for cars, speed, sport and the extraordinary, adrenaline-fuelled fun that can be had on four wheels!”

The new brand identity has been rolled out across Motorsport UK’s digital properties and member communications.

“A bold new brand identity for Motorsport UK represents our ambition for the sport and ensures it will maintain the profile it deserves in a fast-changing marketplace. Working with rbl has allowed us to create a step change in how we communicate with members and how we are seen by the wider community.”

Hugh Chambers, Chief Executive Officer for Motorsport UK