The most egregious brand identity violation?

NASCAR jackets are like logo-based folk art

NASCAR jackets are a serious eyesore – but there’s a special something about them.

NASCAR is an American association that organises major stock car races. Because cars are often crammed in on the track, it’s known for being highly dangerous. But today we’re not talking about the sport – just the attire.

These jackets are like nothing we’ve seen. Bordering on parody. It’s hard to believe some of them ever existed or are at least official. It’s like logo-based folk art.

This yellow jacket is more than two decades old. It’s impossible now to imagine the modern Mastercard and NatWest being included on a Benson & Hedges jacket. You have to question whether these decisions came from the top or from an obscure regional department.

But why, you might ask, is this relevant to our musings on writing and content? Because it tears up all the rules of corporate brand guidelines. Where else will you see Vodafone next to Nescafé next to SAP, with FedEx snaking around the collar? Whatever happened to the clear-space rules in the brand guidelines? The poor things are crammed next to one another in an undignified mélange.

Let’s be clear, most of the names on the jackets will have partaken in the event. But there appears to have been little supervision over the placement of certain logos. These are not the pitchside billboards at football games or the backdrop to an interview. These logos, the product of hundreds of meetings and tweaks, are sandwiched together with apparently little thought.

It begs another question. Brands have typography and colour guidelines, but do they have quality standards for how their logos are reproduced on clothes? For instance, is crooked stitching permitted?

Highbrook is simultaneously appalled and fascinated by the phenomenon. Having spent much of our careers making sure a logo is treated just so, we shake our heads with shame. On the other hand, it’s so off-the-road and, dare we say, maverick… NASCAR, we quietly salute you.