More than two years of research compiled from fan feedback, surveys and focus groups have helped shape a new image for Michigan International Speedway.

To kick off the start of its 40th season of racing, Michigan International Speedway President Roger Curtis and NASCAR driver Bill Elliott unveiled a newly designed logo for the historic racetrack during Speedweeks in Daytona Beach, Fla., on Wednesday.

The logo, a three-color representation that captures the spirit of MIS, its racing tradition and its unique, national park-like location in the lush "Irish Hills" of Southeastern Michigan was designed by Grand Rapids, Mich.-based DDM Marketing and Communications following extensive research and input by race fans.

"This is not just a logo; it's a brand that will help define us for the next 40 years," Curtis said. "In all of our research, we asked our fans to tell us what they love about Michigan International Speedway and what they most associate us with. Is it the racing? Is it the drivers who make NASCAR events so exciting? What is it about MIS that makes our speedway so unique? We found that our location and our race fans make MIS what it is, and this logo is finally a true reflection of that."

The vibrant colors represent the speedway's gorgeous location in Brooklyn, Mich., a cozy little town nestled among rolling green hills and sparkling blue lakes. The design of the speedway's oval incorporates a brilliant, orange sun among hills and trees. "It's your speed," the tagline introduced last year, also defines the new brand and represents the vast experiences ticket holders at Michigan International Speedway have when visiting the track. Race fans set their own pace at MIS.   

"Our brand is about the experience you have at our speedway," Curtis added. "We are making tremendous investment in that experience and improving the speedway by learning from our customers, and this new logo and the work we are doing on our grandstands, in our campgrounds, in our parking lots and in our traffic patterns reflects that. This is a great way to start the next 40 years."

Elliott helped unveil the logo. He has long been known as the quiet and unpretentious champion and fan favorite from Dawsonville, Ga., who made his Cup debut nearly 32 years ago. Interestingly, it was his mentor, the late Benny Parsons, who led him to Harry Melling, a Michigan-based businessman who provided $35,000 in sponsorship for Elliott to run his first full season in the then NASCAR Winston Cup Series in 1982. That sponsor, Melling Tool Company, is an automotive products company based in Jackson, Mich., near Michigan International Speedway.

He spent 10 seasons in the car with Melling Racing, delivering magical seasons in 1985, when he became known as "Million Dollar Bill," and 1988, when he won his NASCAR championship. He traces much of his success to Michigan International Speedway, where he earned seven of his 44 career victories, including four in a row in 1985 and 1986.