Formula One has revealed a new logo. The new design replaces the logo which has been in use since 1994.
It was revealed in a short video following the podium ceremony at the end of the Abu Dhabi Grand Prix.
Formula One Management say the logo is “strongly inspired by the feedback from thousands of fans across the globe”.
The new design was created by branding agency Wieden and Kennedy London. It is intended to reflect the style of a Formula One car: “flat, low to the ground and with a suggestion of speed”.
F1’s director of marketing Ellie Norman said they wanted it to be a major departure from the previous design.
“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,” she explained. “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.”
F1’s commercial director Sean Bratches said the new brand “symbolises the wider transformation taking place in Formula One as we aim to broaden the sport’s appeal, attract new audiences and build stronger connections with existing fans.”
“We set out to create a logo that captures the speed and excitement of the pinnacle of motorsport and this reveal signals the beginning of a new era for Formula One.”
After an amazing season – a new #F1 era awaits
— Formula 1 (@F1) November 26, 2017