Phoenix Raceway
Branding

Experience the energy of Phoenix Raceway through a bold, strategically developed brand identity that reflects the unique spirit of this iconic desert track. At the heart of the branding is a visual system inspired by the track’s signature doglegcurve—a defining feature that resonates deeply with both fans and drivers.

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Key brand elements include the saguaro cactus, now a central symbol used throughout the raceway’s infield and promotional materials, and the Estrella Mountains, grounding the identity in the Arizona landscape. Dynamic swooshes represent the iconic turquoise track wall, jet flyovers and high-intensity racing.