IMS Museum unveils new name and brand

IMS Museum

The museum on the Indianapolis Motor Speedway grounds will now be known as the Indianapolis Motor Speedway Museum, aligning its name with an unrivaled collection of automobiles and racing artifacts that follow the history of motor racing, Indy car racers and the story of the extraordinary people who helped create the American automotive industry.

Adding the image of the top of the Borg-Warner Trophy – the iconic prize featuring the likenesses of every Indianapolis 500 Mile Race winner – and bold letters and colors to the museum's new logo represents a first step at enriching the visitor experience to the world-renowned museum.

"With 100 years of running and 60 years of collecting the world's greatest treasures of motor sport racing, the Indianapolis Motor Speedway Museum is the true gateway to the 'Racing Capital of the World,'" said Anton H. "Tony" George, president of the museum's board of directors.

Following a master planning initiative by Indianapolis architects Schmidt Associates, a plan is in place to update and redesign the museum and exhibit its large array of valuable artifacts and racing memorabilia.