McLaren has unveiled a brand-new team logo ahead of a concerted push to chart unconquered territory in the world of automobiles and motorsport.
The Woking-based team, founded by the legendary Bruce McLaren, has been a stalwart of motor racing.
In Formula 1, McLaren has gone on to become one of the most successful Constructors and a name that is unimpeachable from the fabric of the sport.
Still going strong, 63 years later, the team has embarked on its “first chapter of what’s next” by revealing a brand-new logo.
Dubbed as an “evolved identity”, the iconic Speedmark still remains an integral part of the brand’s indentity albeit in a different colour and tone.
“There is something uniquely special about McLaren. Throughout our history, we’ve never been content to follow established paths,” said David Woodhouse, Chief Creative Officer, McLaren Automotive in an official statement.
“We’ve always looked ahead, driven by a restless desire to innovate, create and push beyond expectations. This evolution of our visual identity captures that spirit. It’s a reflection of the journey we are on as a company.
“It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future.”
Lou McEwen, its Chief Marketing Officer, emphasised on how this new identity is only an evolution, and does not change the vision that Bruce McLaren had for the team when he started it back in 1963.
“McLaren has evolved enormously over the years, but looking back through our shared history across Racing and Automotive, it’s poignant how much of Bruce’s original vision and spirit still runs through the business today,” she said.
“This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and team mates already know and love, while giving us a more connected expression of where we’re heading next. It feels unmistakably McLaren.”
McLaren has big plans for its future with a WEC Hypercar entry and its first SUV, all in the works.
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