Wieden + Kennedy initiates rebrand of Formula 1 with new logo and typefaces

Revealed in a live “end-of-season spectacle” at the close of the Etihad Abu Dhabi Grand Prix, Formula 1 has unveiled a new logo – the first for 23 years. Designed by a team, led by Richard Turley, at Wieden + Kennedy London, the logo is accompanied by a trio of typefaces and marks the first step in a complete brand redesign that is driven by the sport’s fans.

Spearheading the sport’s redesign and brand overhaul is Ellie Norman who is Formula 1’s first director of marketing. Having joined from Virgin Media in August, she is aiming to refresh the sport’s image and spirit to one that, “speaks to the core of why people loved the sport in the first place.” Having conducted in-depth research with fans across the globe, she was able to conclude that this is “the real, exhilarating, unpredictable and incomprehensibly fast elements of the sport.”

The new identity’s logo aims to incorporate this ethos by echoing the shape of an F1 car: flat, low to the ground and with a suggestion of speed. Several versions of the logo were drawn up which now form an internal booklet that presents all the variants together in one place. “Creatively, the challenge was to reposition Formula 1 as a forward facing entertainment brand, which works across a multitude of channels,” Richard explains.

The new logo has 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 – everything from the sport’s high-profile events to the lanyards and printed matter which act as mementos for the fans who come and see the races live.

Sean Bratches, managing director of commercial operations at Formula 1 says: “Our new brand identity symbolises the wider transformation taking place in Formula 1 as we aim to broaden the sport’s appeal, attract new audiences and build stronger connections with existing fans.”

There has been a number of changes since the Liberty Media takeover at the start of the year, including new broadcast and digital deals. Energy has also been focused on making Grands Prix weekends more entertaining by initiating dedicated FanZones where visitors can take part in pitstop challenges and simulators.