
In 2005 The Syndicate, a Santa Monica visual effects firm, won a contract with ESPN to design the visual identity and on-screen graphics for the network’s 2006 NFL Monday Night Football season. Once that relationship had been established, ESPN requested The Syndicate to submit proposals for other programs including ESPN’s new relationship with NASCAR. The Syndicate invited Soar Creative to participate in its internal design process on the NASCAR project. Here are two of Soar’s logo concepts – one abstract and one more literal.