Created by a team at Weiden+Kennedy London led by Richard Turley, Formula 1, world’s premier car race championship unveils its first rebrand for 23 years at the close of Etihad Abu Dhabi Grand Prix on Sunday. the new logo still incorporates the F1 motif.
Ellie Norman, Director of marketing, Formula 1 says ” the new rebranded identity speaks to the core of why people loved the sport in the first place.”
The previous logo focused on a clever use of negative space to showcase the Formula 1 name, the new design echoes the long, flat shape of an F1 car. The subtler impression of the new logo compared to the old one, which used dynamic red spikes to get the racing angle across.
F1 commercial chief Sean Bratches said that the decision to change the logo had come about because the old design was not useful for modern digital platforms nor merchandise. (AutoSport)
This is to simplify the logo to enter into digital and merchandise space. The new logo will have a full brand relaunch for F1 that will take place ahead of the 2018 season-opening Australian GP.