AREA Officially Announces Brand Rebrand and Partnership with The Studio Temporary
January 16, 2026 —
AREA iRacing is proud to officially announce a full brand rebrand in partnership with creative design firm The Studio Temporary, marking the first official logo evolution in the organization’s history since its founding in August 2021.
The rebrand project traces its origins back to November, when AREA owner Jacob Bell and The Studio Temporary owner Scott Fuller first discussed the possibility of working together. Fuller, a lifelong racing fan, immediately connected with the vision of AREA and expressed strong interest in helping evolve the league’s visual identity. After meeting and aligning on direction, Fuller officially began conceptual work in December.
From the beginning, both parties approached the project with deep respect for the original AREA brand. Many of the logo’s most recognizable elements were described as “happy accidents” — subtle design details that unintentionally became timeless. Bell emphasized to Fuller that this rebrand needed to be done correctly, carefully, and with purpose, as it represented the first true logo change in AREA’s nearly five-year history.
As AREA enters its fifth year of completion and prepares for its upcoming eighth season, Bell felt the timing was right to unify the brand and elevate its presentation across all platforms. The result is a modernized logo that retains the soul of the original design while sharpening its identity for the future.
Key elements were intentionally preserved. The glitch-style typography remains as a tribute to AREA’s esports roots and the digital nature of sim racing, where lag, distortion, and imperfection are part of the experience. Within the original logo, a lightning-bolt-style shape had emerged organically between the letters — another “happy accident” that became a foundational inspiration for the new identity. That shape has now been expanded into a defining visual language of sharp edges, dynamic angles, and bold accent marks that will be carried across all AREA branding.
“This logo still feels like AREA,” Bell said. “But now it feels intentional, unified, and built for the future.”
Partnership Expansion
As part of the partnership, The Studio Temporary has been named the Official Presenting Sponsor of the AREA Cup Series, now branded as:
AREA Cup Series presented by The Studio Temporary
Bell emphasized the importance of that presenting sponsor position, noting that it was intentionally held open for the right long-term partner.
“That spot matters,” Bell said. “I wanted it to represent someone who truly understands our brand and our vision. Scott fits that perfectly.”
Additionally, The Studio Temporary will sponsor Bell’s Cup Series racing efforts for the upcoming season, featuring a special livery dedicated to Iconic, the streetwear brand created by The Studio Temporary.
Series Branding
The Studio Temporary also designed the updated logos for all three AREA divisions:
AREA Cup Series presented by The Studio Temporary
AREA Truck Series (presenting sponsor opportunity still available)
AREA Pro Series presented by Florida Estate Builders
Each logo follows the new unified brand language while maintaining unique identities for each series.
This partnership represents more than a logo update — it marks a new era for AREA iRacing. With a refined visual foundation, strengthened partnerships, and a commitment to honoring its roots while building toward the future, AREA continues to evolve with purpose.
The 2026 season will be the first to showcase the full implementation of the new brand across broadcasts, merchandise, social media, and digital platforms.
AREA iRacing is proud to move forward — evolved, unified, and ready for what’s next.