Briggs & Stratton has been deep into motorsports for almost as long as it has been into engines, making more racing engines than anyone else in the world. We created an identity for the racing program that signals the passion of racing and shares signature elements with the Briggs & Stratton core identity.
There's nothing more central to the racing brand than the engine, and Briggs & Stratton makes two that are standards in racing. The Animal is ideal for modification while the Formula engine is the defacto global standard for unmodified racing across multiple classes.
In branding the Animal we saw an opportunity to create an idea that could be defined, shared and "owned" by a subculture of young racing enthusiasts.
The reach of the racing program is extended through a broad range of applications including track signage, decals, promotional materials and apparel.
At trade shows, Briggs & Stratton Racing competes with other high energy sports but must retain the honest, simple nature of the brand. Large scale banners demonstrate Briggs & Stratton's authentic connection to racing.
