RIR Rebrands as Richmond Raceway With the Help of Madison+Main

Rebranding all aspects of the racetrack as Richmond Raceway, the local agency helped track leadership reimagine the vibrant future of NASCAR, motorsports, and entertainment in Richmond.


Richmond-based brand communications agency Madison+Main recently worked with Richmond International Raceway to create a new brand identity for the iconic Richmond NASCAR and entertainment attraction. Today, RIR has rebranded itself as Richmond Raceway. Its new logo design focuses on the connection between past and present Richmond racing, while looking ahead to the exciting future of the beloved sport.


Richmond Raceway’s new brand identity is inspired by its iconic legacy in motorsports. The Richmond Raceway rebrand is the first major change the organization has undergone since 1988, when it shifted from the Richmond Fairgrounds Raceway to Richmond International Raceway. The new Richmond Raceway logo, focusing on a red and black color palette, represents the iconic Richmond racing experience that so many fans, and natives of Richmond, have grown to love.  


“This rebranding project was a great collaborative effort, and one that our entire team is especially proud of,” said David Saunders, Chief Idea Officer of Madison+Main. “Richmond Raceway is an iconic, legendary brand and we wanted to create a simple, bold mark — built on its successful history and vision — in order to create a brand identity that works now and in the future.”


Inspiring nostalgia, the black of the logo represents Richmond’s night racing experience and the red signifies the red stripes of the track walls. The double RR in the logo is inspired by the Richmond International Raceway logo that was introduced in 1988. The former logo was designed by Hopewell, Va. native, Sam Bass, who was NASCAR’s first officially licensed artist and a Virginia Commonwealth University graduate. A red block surrounds the RR, which emulates the iconic red stripes of the track walls that were returned for the first time since 1988.

Check out a detailed look at Madison+Main's new logo for Richmond Raceway


“The new Richmond Raceway brand identity represents the bold, bright future of the track while recognizing our historic legacy in motorsports,” said Richmond Raceway President Dennis Bickmeier. “When fans come to the track for our iconic racing experience, they will know they are part of the fabric of the greater Richmond region.”


The checkered flag pattern next to “Raceway” in the logo is a connection to the flag in the vintage Richmond Raceway Fairgrounds logo. It is also recognizes the Racing Virginia history of the Commonwealth, as well as the loyal RICHMOND NATION members. Building the rebrand from the organization’s tried and true characteristics show how much Madison+Main cares about the integrity and history Richmond Raceway has.


“Working so closely with Richmond Raceway on this rebrand was exactly what Madison+Main is about”, said Saunders. “It’s exciting to rebrand an organization that is so deeply rooted in our Richmond community and has provided entertainment for so many of our own families.”


In addition to the new Richmond Raceway logo, new brand marks are being rolled out for the Richmond Raceway Complex and The Classic Amphitheater. The new Richmond Raceway branding will also extend to additional organizations associated with the track. Included in these are RICHMOND NATION and 3-Wide Hospitality.


Since consistency is key, Richmond Raceway’s online presence has also been updated as part of the rebrand. The track’s website and staff email addresses have changed from rir.com to richmondraceway.com. Any existing URLs and emails will redirect to the new addresses.  @RIRInsider on most social medial platforms has changed to @RichmondRaceway. For the full list of rebranded social channels, visit richmondraceway.com/socialmedia.


The fun returns to Richmond Raceway this fall with two nights of racing “under the lights” on September 8-9. Additionally, the NASCAR fall race weekend, presented by Who’s Your Driver, another Madison+Main client, will showcase Dale Earnhardt Jr. in the final two-race appearance of his career at Richmond Raceway.


To learn more about the new Richmond Raceway brand, visit richmondraceway.com/rebrand. The webpage includes additional information about the rebrand as well as a downloadable style guide and logo assets.


About Richmond Raceway

Richmond Raceway is America’s Premier Short Track annually hosting two NASCAR race weekends, featuring the Monster Energy NASCAR Cup Series and NASCAR XFINITY Series, on a ¾-mile D-shaped oval. Richmond is a regional leader for events including sports, live music and consumer trade shows. The Richmond Raceway Complex’s 1,000-plus acre multipurpose facility hosts more than 200 live events annually including concerts with top national recording artists at The Classic Amphitheater. To learn more, visit richmondraceway.com and richmondracewaycomplex.com


About Madison+Main

Madison+Main is an award-winning brand communications firm and, simply put, we believe that Bold Brands Win. Clients include the Auxo Medical, Boleman Law Firm, CowanGates, The Dragas Companies, DRIVE SMART Virginia, FC Richmond, Guided Discoveries, Marketplace Events, Mavalerio, National MS Society, NC4, New Horizon Bank, Richmond International Raceway, Virginia’s Office of the Attorney General, State Corporation Commission (Virginia Energy Sense), Swaders Sports Park, Swift Creek Mill Theatre, Sycamore Vet, Synalloy, and many others. The firm is based in Richmond, Virginia, with an additional office in Blacksburg, Virginia. Learn more at madisonmain.com