Formula 1 has unveiled its new logo during the 2017 season finale in Abu Dhabi.
New owners Liberty Media have been in charge of the sport for a year now and have introduced several small changes this season.
A new logo is their biggest step to stamping their mark on the sport and to create a new identity for the motorsport’s pinnacle series.
It replaces the famous black and red F1 logo which uses negative space to create the number one, which has been in use for 30 years.
The new logo is supposed to represent “two cars racing across the finish line” according to managing director of marketing Sean Bratches.
Ellie Norman, marketing director, added: “We have an incredibly iconic logo currently but looking to the future it’s more about having a badge, and we need to create an identity for F1
“This has kind of stemmed from the research we did from fans across the world, the new design is inspiration from what we learned from the fans and the associations they want to have with the sport.
“The fans want to get back to racing and what racing means to fans. It takes inspiration from the low profile shape of the car, two cars crossing a finish line, and is incredibly bold and simple, applying this in today’s market and being mobile and digital led, we have much more flexibility and versatility with this logo.
“Another important factor was looking at motorsports, and it’s a segment which is full of logo upon logo, so we need to ensure this identity works alongside the teams’ logos, partners and promoters etc.”
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