12 Hours of Road America is an overnight cycling event hosted on the historic Elkhart Lake, Wisconsin race track.
The 12 Hours of Road America is an upcoming Summer 2019 inaugural event hosted by myTeam Triumph - Wisconsin and is held at the historic Elkhart Lake, Wisconsin racetrack. Instead of high performance vehicles running laps on the 4 mile course, cyclists of all ages and abilities will pedal their way around the winding track between 6 pm and 6 am in a unique race that encourages and supports inclusive endurance sports participation.
The event branding was created with the intention of honoring the aesthetic of both motorsports and endurance sports. It is a simple mark that includes a 12 for the duration of the race, an R for Road America, Racing and Relay, a kink to represent one of the iconic turns of the track, and an arrow to represent the repeating nature of the course. The full logo lockup also includes a design element featured on signage throughout the town of Elkhart Lake, which tells the story of the original race that was run through the town before the track was built. The wing-dots will be featured as supporting elements throughout the brand activation.