Mark Houlahan
Tech Editor, Mustang Monthly
November 2, 2016
Photos By: Mickey Thompson

A lot of SEMA is running from booth to booth getting the latest news on new product launches, project vehicles in the works, and so forth. While updating a brand’s identity may not sound as exciting as a new performance part, it is still something important to our industry. An updated brand, bringing forth a new logo and other assets can be tough, as a new logo can often break from a company’s long standing identity, losing it in a field of competitors or even products completely unrelated to the company’s product line. We’ve all seen horrible logos and said “I can do better than that,” so it is always a risk when messing with a company’s branding.

Danny Thompson, driver of the Challenger 2 and son of Mickey Thompson, tells the crowd of his plans to return to the Bonneville salt flats in 2017 to best his father’s own record.

Mickey Thompson Tires has been around for decades and most likely you’re running their street or race tires on your Mustang and I bet your dad did on his car back in the day too. At the 2016 SEMA show Mickey Thompson’s management announced its new logo and brand strategy with special guest Danny Thompson, Mickey’s son. While the remainder of the press conference was focused on some truck tire releases, we were also told that some new ET Street drag radial sizes will be coming in early 2017 as well. We’re excited about the news and look forward to sharing the new drag radial announcements once released!

The new Mickey Thompson Tires brand logo. Look for it to start popping up at events and in all forms of media soon!