Lovemark

This is NOT the official DEI logo. However it is the most recognized and most emotional logo in the racing world. It inspires joy, tears and fierce loyalty. Race fans are among the most brand-loyal in the United States. It is truly a lovemark in its purest definition.

A series on brand loyalty by ABC News 20/20 in 2001 showed that 90 percent of race fans purchase their driver's sponsored products regularly. The connection to the brand is aspirational.

Fans want to belong to a larger community of like-minded people.

According to AdWeek, it was downloadeded, printed and sold more than 10,000 times a day in 2006.

A similar study conducted by UNC Charlotte found this symbol ranked in the top 25 among logos that respondants correctly identified and recognized. That puts the number three in the same league as Coca Cola, Sony, Nike and Apple.