ALMS gets a new slogan and logo

The American Le Mans Series was green before green was cool, so it has decided to make it official. In 2010, the world’s leading sports car series will use its Global Leader Green Racing mark as its primary logo. Style and usage guidelines were developed and issued to teams and corporate partners over the holidays. The image is available in this email.

The Series, known worldwide for its on-track innovation and technology transfers to consumer vehicles, became the first motorsports series in the world to switch to multiple, consumer-relevant alternative fuels in 2007. A year earlier, Audi provided the impetus with the launch of its R10 TDI diesel-powered race car that won the Series’ LMP1 championship and the 24 Hours of Le Mans each season from 2006-08. In 2007, the Series introduced an E10 ethanol blend and a year later, an E85 fuel blended with second-generation, non food chain-based cellulosic ethanol. The 2009 season saw the introduction of Corsa Motorsports’ Ginetta-Zytek E10 -electric hybrid powertrain as well as Mazda’s test of bio-butanol on a non-classified race entry for Dyson Racing.

In 2008, the U.S. Department of Energy and U.S. Environmental Protection Agency declared the American Le Mans Series the only motorsports series that met its standards for green racing. The agencies, in conjunction with SAE International and Argonne National Laboratory, created a season-long, race-within-a-race Green Challenge award now recognized as the MICHELIN® GREEN X® Challenge. All cars are scored each event on fuel efficiency (petroleum fuel displaced), environmental impact (greenhouse gasses emitted) and overall performance.

“Major auto manufacturers and our government leaders confirm that racing series which provide opportunities to showcase and develop new technologies – with an emphasis on the environment – are the future," said American Le Mans Series President and CEO Scott Atherton. “We have also led the way in proving to the public that ‘green racing’ gives nothing away to other forms of motorsport in terms of sheer excitement, passion and close competition. We have never been more confident in our positioning. We believe our branding should reflect that confidence."

As the world’s only motorsport championship embracing multiple, consumer-relevant alternative fuels as well as welcoming alternative powertrain solutions like hybrid-electric race cars, the American Le Mans Series has carved a global leadership position. It is unique in providing a platform for the world’s automobile manufacturers and energy solution providers to help develop the future of sustainable transportation using the race track to prove and develop technology.

The new logo is emblematic of that leadership position.