Hoosier Racing Tire Reveals New Branding

Hoosier Racing Tire Reveals New Branding

An iconic purple color and “Hoosier H” will remain part of the company’s identity.

Hoosier Racing Tire revealed its new logo and future vision at the 2021 Performance Racing Industry (PRI) trade show. Founded in 1957 in South Bend, Indiana, Hoosier Racing Tire has grown into one of the largest race tire manufacturers in the world. The iconic purple color of the Hoosier brand came from the owner’s first race car. With the company’s refreshed logo, while the shade has been updated for modern consumers, purple remains the core brand color, emblematic of Hoosier’s legacy in racing success. Similarly, the iconic letter “H” becomes the centerpiece of the new brand, carrying on more than 60 years of racing tire heritage.

“The new branding is one key element of our ambitious growth plan and will accelerate our brand to the next level,” said Joerg Burfien, president and CEO Hoosier Racing Tire. “The minor updates to color and design of the iconic ‘H’ bring us in line with modern racing inclinations while maintaining the ties to our heritage. Streamlining the overall look brings the modern innovations of the brand to the forefront. We believe that our customers have and will continue to choose our tire solutions globally for benchmark performance. Our vision is to become, from concept to consumption, the fastest and most agile partner. Our new logo reflects this vision.”

Over its history, Hoosier has grown from a small-town entrepreneurial venture to an internationally recognized manufacturer of racing tires, complete with its own technology center and 300-mph test wheel. As the brand continues to grow, it was important for the company’s logo to represent both the legacy and future vision of the brand. “I am really excited about the new look of our brand. Our logo has remained the same for 40 years. We are proud of our history and where we came from. The branding has also been custom fit for our typical applications,” said Paul Menting, vice president of sales and marketing.

Today, Hoosier Racing Tire is one of the largest race tire manufacturers in the world, producing more than 1,000 different tire specifications. The company has its own state-of-the-art, fully integrated production facilities, recently adding a high-tech mixing plant, with enough capacity to produce not only for Hoosier Racing Tire, but to have the ability to produce rubber for additional entities as well as a model sales and distribution network. 

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