Mickey Thompson Performance Tires & Wheels revealed its new brand identity at the 2016 SEMA Show.

Changes to the brand, including a fresh logo, are scheduled to take place in 2017 as the company continues to evolve.

“Today we are unveiling a refreshed brand identity,” said Chris Barbara, president of Mickey Thompson. “But, we are not changing what defines our brand. We are solidifying our core beliefs, our commitment to deliver value to our employees, dealers and consumers each and every day. We also affirm our passion to be the best, to win, to stand on the gas.”

During a press conference at SEMA, Barbara shared a video presentation that told the story of the company’s history of innovation and passion for performance, noting that changes for 2017 are an evolution of the brand’s passion and vision for a future rooted in a history of performance innovation.

Additionally, the company honored Danny Thompson, son of founder Mickey Thompson, who set a new land speed record, beating his father’s time.