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Marketing Formula One (F1) News

Formula One in head on collision 3M over logo similarities


By John Glenday | Reporter

January 15, 2018 | 2 min read

Formula One has buckled up as it braces for a legal clash with Post-It Note manufacturer 3M over striking similarities between the motorsport’s new logo.


Formula 1 in head on collision 3M over logo similarities

Crafted by Wieden+Kennedy London the restyled logo made its trackside debut at the Abu Dhabi Grand Prix in November, announcing a $5.8bn takeover of the sport by Liberty Media.

Forming the letter ‘F’ with two curving lines followed by a single dash to denote the number one the minimalist new look has upset more traditionally minded fans who prefer the old speed-line themed logo which had been in use for 23 years.

Throwing another spanner in the works is the fact that 3M have made use of a very similar ‘F’ style logo for the past year to help promote its Futuro brand of compression tights for airline passengers. In a carefully worded statement 3M wrote: “3M filed a US trademark application for the Futuro logo on Feb 20 2017. Also, we have not had any discussions about the logo with the other party. We are looking into this matter further.”

This intervention comes as EU authorities deliberate over whether or not they will register F1’s application for its new logo.

Despite widespread criticism of its new look Formula 1 is standing by its contentious restyling.

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