Hoosier Racing unveils new logo, branding

INDIANAPOLIS, Ind. — Continental A.G.'s Hoosier Racing Tire Corp. unveiled a new logo and branding at the 2021 Performance Racing Industry (PRI) trade show.

The iconic purple color of the Hoosier brand came from the owner's first race car. Hoosier's refreshed logo retains purple as the company's core color, though updated for a modern consumers, and makes the iconic letter "H" the centerpiece of the brand. Both elements reflect the company's more than 60 years of racing tire heritage, the company said.

"The new branding is one key element of our ambitious growth plan and will accelerate our brand to the next level," President and CEO Joerg Burfien said. "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," he continued.

Founded in 1957 in South Bend, Ind., Hoosier Racing Tire has grown from a small-town entrepreneurial venture to an internationally recognized manufacturer of racing tires with a technology center and a 300 MPH test wheel, according to the company.

"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." VP of Sales and Market Paul Menting said.

Based in Lakeville, Ind., Hoosier, a subsidiary since 2016 of Germany's Continental A.G, is the largest race tire manufacturer in the world, producing more than 1,000 different tire specifications.