The Australian Racing Drivers Club (ARDC) is a not-for-profit organisation that has promoted motorsport in NSW for almost 60 years. Their experience stretches from the commercial operation of Sydney Motorsport Park (formerly Eastern Creek International Raceway) to the creation of the original and now legendary Bathurst endurance race – the event that gave birth to the current V8 Supercars.

In order to competitively position itself both domestically and internationally, Eastern Creek International Raceway needed a new identity that would reflect the holistic improvements to the venue including brand, operations and improvements such as facility upgrades and track extension. 'Sydney Motorsport Park' was put forward as a new name, recognising the venue's potential value to an international audience.

Along with the new name, a refreshed logo, colour palette, typography and visual language was adopted to reflect a venue for international motorsport experiences and the new brand aspiration – ‘Dare to dream.’ The logo is inspired by the checkered racing flag waving in motion at the finish line. Its iconic form is dynamic and flexible, providing a strong base for unique brand expression built around the angled grid.