McLaren unveils new logo to be used across automotive and racing divisions
McLaren has become the latest automotive brand to change its logo as it embarks on a new chapter in its history, very much shaped by its past.
The British company showcased the new logo today, which it says reveals “an evolved brand identity that brings together the marque’s past, present and future in one connected expression across McLaren Automotive and McLaren Racing”.
The new lettering is inspired by the sign above founder Bruce McLaren’s family service station in Remuera, Auckland, where he grew up. The service station was owned by Bruce’s parents, Les and Ruth, and was where he built an Austin Ulster that he would drive to his first racing victory at a local event at Muriwai Beach in New Zealand.
Despite the new lettering, McLaren will retain the Speedmark which has become recognisable around the world since its introduction in 1997. McLaren will also continue to use Papaya, a colour which has defined the brand and been used full-time on its racing cars since returning to the MCL32 F1 car in 2017.
The new logo comes as McLaren looks to blend its rich heritage with future innovation, something seen with the recent reveal of the McL 6GT, a modern interpretation of the M6GT car that inspired McLaren’s road car journey in the late 1960s. The lettering will be used by both McLaren Racing and Automotive divisions.
While McLaren Racing enjoyed significant success in F1 last season, the announcement of its Hypercar challenger in WEC shows the team is looking at securing Triple Crown success as a priority.
In the automotive division, a £500 million investment programme to expand its UK manufacturing and engineering footprint will support the next chapter of the brand’s history. While McLaren will continue to develop its famous two-seaters, it will also release an SUV to challenge the likes of the Lamborghini Urus and Ferrari Purosangue.
“It marks the beginning of a new chapter for McLaren”
David Woodhouse, Chief Creative Officer, McLaren Automotive said: “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, Chief Marketing Officer, McLaren Racing: “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."
words: Mike Booth
pictures: McLaren