While it has yet to be standardized throughout the Mercury Racing product line, the company released the final version of its new logo on several products—including the new 540 engine—at the Miami International Boat Show yesterday. An earlier version of the design was introduced at last fall’s Specialty Equipment Manufacturers Show (SEMA) in Las Vegas, where the company unveiled the first automotive “crate” version of its 1,650-hp quad overhead cam engine (read the story).
With input from Mercury Racing‘s general manager Erik Christiansen, senior marketing manager Rick Mackie and others, the changes were made to complement the existing logos of Mercury Marine— the Fond du Lac, Wis., high-performance marine engine company is a division of Mercury Marine—without compromising Mercury Racing’s current brand identity and legacy. The logo redesign project started last spring.
“Mercury Marine is our parent company and we wanted our logo to be in line with that,” Mackie said. “It’s a modernized version of what we are—it brings up the technological advancements of our company but also recalls our heritage, particularly in racing, with the incorporation of a checkered flag. After all, the race never stops, right?”