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Mickey Thompson Tires Unveils New Brand Logo #TENSEMA16


Mickey Thompson SEMA Booth

Mark Houlahan

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.

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!

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