Formula One unveils first logo redesign in 23 years

Formula One unveils its new logo to reposition the brand amongst fans

Formula One has unleashed a new redesigned logo for the first time in 23 years to broaden the sport’s appeal, attract new audiences and build stronger connections with existing fans.

The new logo is created by Wieden+Kennedy London, led by Richard Turley, executive creative director of content and design. The logo depicts the shape of a Formula One car which is flat, low to the ground and with a suggestion of speed.

According to the makers it further displays a "modern-retro feel that leans into the extreme and dynamic nature of the sport" and is designed to work across a variety of platforms.

Turley said: “Creatively, the challenge was to reposition Formula One as a forward-facing entertainment brand, which works across a multitude of channels. The new mark aims to embody the core forces of Formula One racing: speed, attack, and control; while its sleek, sharp interlocking components celebrate the technical prowess of Formula One engineering teams.

“It’s aesthetic is aspirational and leans into the future, but extends naturally from a rich heritage of motorsport graphics.”

The changes first began within Formula One when Liberty Media took over it earlier this year. All the changes aim to to expand the sport’s reach, whilst engaging more fans.

Ellie Norman, director of marketing, Formula One said: “When we talked to fans about what made Formula One amazing, what we heard was people loved the real, exhilarating, unpredictable and incomprehensibly fast elements of the sport. It was about racing. But many felt those days were behind us and that the sport has become almost impenetrable for fans, particularly new ones."

"It was clear we were going to need to address some fundamentals of our brand, if we were to realise our ambition to make Formula One a major entertainment player and claim our rights to be the global media brand we should be. What we say and do now is so important for our future, but it must always be driven by our fans. They come first.”

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