Ed Carpenter Racing (ECR) has unveiled a bold new look for the 2025 NTT INDYCAR SERIES season, marking a fresh chapter in the team’s storied history. On January 13,the team revealed a modernized logo,updated brand colors,and a renewed identity that pays homage to its Indianapolis roots while embracing a forward-thinking vision.
The rebranding coincides with important changes within the organization, including an expanded ownership group and a revamped driver lineup. The team’s new logo features the ECR abbreviation enclosed in an oval, a subtle nod to the iconic Indianapolis Motor speedway. A standout element is the introduction of “Indiana Gold,” a custom color that reflects the team’s deep connection to its hoosier heritage.
Ed Carpenter, the team’s founder and a key figure in its evolution, expressed his enthusiasm for the changes. “After 13 years of competing for and operating Ed carpenter Racing, I am very proud of our history and am as equally excited about our future,” he said. “This new brand has been in the works for months, and I am thrilled to share it with our current and future fans. To me, this is symbolic of the next phase in ECR’s evolution as we take aggressive steps toward getting back to victory lane and contending for championships. I cannot wait to kick off the 2025 season.”
The ownership group now includes four prominent Indianapolis businessmen: Ed Carpenter, Ted Gelov, Tony George, and Stuart Reed. Gelov, the owner of Heartland Food Products Group, is the newest addition to the team. Heartland is known for its popular consumer brands, Splenda and Java House Coffee, both of which are headquartered in Indiana. Interestingly, Splenda’s packaging facility and ECR’s race shop are located less than a mile apart on Georgetown Road in Indianapolis.
Gelov shared his excitement about joining the team, stating, “We are evolving as an organization with a focus on innovation and a culture that strives for excellence. Our team is filled with talented drivers, engineers, mechanics, and commercial members. I am thrilled to be a part of the future of ECR.”
As ECR prepares for the 2025 season,the team has also announced a dynamic driver lineup. Alexander Rossi, the 2016 Indianapolis 500 winner, will join the team as the driver of the No. 20 Chevrolet. Rossi will be paired with Christian Rasmussen, who will transition to a full-time role in the No. 21 Chevrolet after an notable rookie season. Rasmussen made headlines in 2024 as the highest-finishing rookie in the Indianapolis 500.
Ed Carpenter himself will round out the team’s three-car lineup for the 2025 indianapolis 500, presented by Gainbridge.This will mark Carpenter’s 22nd appearance in his hometown race, further cementing his legacy as a cornerstone of the sport.
The 2025 NTT INDYCAR SERIES season kicks off on Sunday, March 2, with the Firestone Grand Prix of St.Petersburg, presented by RP Funding. Fans can catch the action live on FOX and the INDYCAR Radio Network.
With a fresh identity, a strong ownership group, and a talented roster of drivers, ed Carpenter Racing is poised to make waves in the upcoming season. The team’s commitment to innovation and excellence ensures that the 2025 season will be one to watch.
How did Ed Carpenter Racing engage with its fans during the rebranding process?
Interview with Ed Carpenter, Owner of Ed Carpenter racing (ECR), on the Team’s Bold Rebranding for the 2025 NTT INDYCAR SERIES Season
By Archys, News Editor, Archyde
Archyde: Thank you for joining us today, Ed. Ed carpenter Racing has just unveiled a stunning new look for the 2025 NTT INDYCAR SERIES season. Can you walk us through the inspiration behind this rebranding?
Ed Carpenter: Absolutely, and thank you for having me. This rebranding is a important moment for us. We wanted to honor our Indianapolis roots while also embracing a forward-thinking vision that reflects where we’re headed as a team. The modernized logo and updated brand colors are a nod to our history, but they also symbolize our commitment to innovation and growth in the INDYCAR SERIES.
Archyde: The timing of this declaration coincides with some major organizational changes, including an expanded ownership group. How do these changes align with the team’s new identity?
Ed Carpenter: Great question. The expanded ownership group brings fresh perspectives and resources to the table,which is crucial as we aim to compete at the highest level. This rebranding isn’t just about aesthetics—it’s about signaling a new era for ECR. We’re building a stronger foundation, both on and off the track, and these changes are a reflection of that.
Archyde: The new logo and colors have already generated a lot of buzz. What was the creative process like, and how did you ensure the design resonated with fans?
Ed Carpenter: The creative process was collaborative and thoughtful. We worked closely with designers who understood our history and our vision for the future. We also engaged with our fans through surveys and social media to get their input. At the end of the day, we wanted something that would excite our loyal supporters while also attracting new fans to the sport.
Archyde: As someone deeply connected to Indianapolis, how does this rebranding pay homage to the city’s racing heritage?
ed Carpenter: Indianapolis is the heart of racing, and it’s been a part of my life since I was a kid. The new design incorporates elements that reflect the city’s iconic racing culture—like the checkered flag and the speedway’s legacy. At the same time, we’ve added modern touches to show that we’re not just looking back; we’re driving forward.
Archyde: What can fans expect from ECR in the 2025 season, both on and off the track?
Ed Carpenter: Fans can expect a team that’s more competitive than ever. We’ve been working hard behind the scenes to improve our performance, and this rebranding is just the beginning. Off the track, we’re planning more fan engagement initiatives, including events and digital content, to bring them closer to the action.
Archyde: what message would you like to send to the ECR fans and the broader INDYCAR community as you embark on this new chapter?
Ed Carpenter: I’d like to thank our fans for their unwavering support. This new chapter is as much about them as it is indeed about us. to the broader INDYCAR community, we’re here to push boundaries, challenge the status quo, and deliver thrilling racing. The best is yet to come!
Archyde: Thank you, Ed, for sharing your insights. We’re excited to see Ed Carpenter Racing’s new look in action this season.
Ed Carpenter: Thank you! We can’t wait to hit the track and show the world what we’re made of.
End of Interview
this interview highlights Ed Carpenter Racing’s exciting rebranding and sets the stage for what promises to be a thrilling 2025 NTT INDYCAR SERIES season. Stay tuned to Archyde for more updates!
