Infront Sports & Media is to introduce a 'new brand and an exciting visual identity' for the FIM Superbike World Championship in 2012.
The changes will coincide with the 25th anniversary of the production-bike world championship.
“The rebranding of the championship is one of our key priorities within the overall long-term innovation strategy for the series," said Philippe Blatter, President & CEO of Infront Sports & Media. "With our investment in the new identity the championship is set to being recognised as one of the top global motor sport properties.”
Paolo Flammini, CEO of Infront Motor Sports, added: “Passion, competition and accessibility are three key values that we continuously endeavour to communicate to our audience. People perceive and recognize them appropriate for SBK.
"The road is our origin: SBK comes from the roads, our bikes are production-derived bikes, our races are competitive and exciting and enable fans to identify themselves with the riders.
"This is why we have chosen to further develop the chevron, a familiar icon from the roads worldwide, as a key visual element for the new SBK brand family and bring it to life wherever we can.”
The full new SBK brand structure will be introduced later this year. The new brand has been developed by London-based Designwerk, whose previous clients include UEFA, the America's Cup, FEI and Peugeot.
Private equity group Bridgepoint - the majority shareholder of Dorna Sports, which owns the commercial rights to MotoGP - recently reached an agreement to acquire Infront Sports & Media.