Formula 1 given new race car identity by Wieden+Kennedy

The ad agency has created an identity, which takes on the form of an F1 car and has been designed to evoke “speed, attack and control”.

Sunday’s Abu Dhabi Grand Prix

F1 (Formula One), has been given a new “modern retro” identity, which is designed to represent the form of a race car.

The Wieden+Kennedy-designed logo replaces a 23-year-old logo and launched at the final race of the current season in Abu Dhabi on Sunday.

Fan engagement revealed that many thought the “exhilarating and unpredictable” nature of the sport was missing from modern F1, according to F1 director of marketing Ellie Norman, who says that the sport was seen as “impenetrable for fans, particularly new ones”.

Changes are being made to the sport

Following the £3.3bn acquisition of F1 by Liberty Media from a consortium in 2016, changes have been made to the sport. This includes attempts to make Grand Prix weekends more exciting by establishing dedicated FanZones with interactive challenges and simulators.

New broadcast and digital deals have also been signed, all in a bid to increase the reach of F1. Grand Prix attendance and viewing figures have increased according to F1 and the new identity is the latest part of its plan to increase engagement.

Weiden+Kennedy London’s executive creative director Richard Turley led the project, which sees the characters “F1” set in the form of an F1 car, low to the ground and with a suggestion of movement.

“Embodying core forces of Formula 1”

Turley says: “The new mark aims to embody the core forces of Formula 1 racing –­ speed, attack, and control ­– while its sleek, sharp interlocking components celebrate the technical prowess of Formula 1 engineering teams.”

“It leans into the future,” he adds, but is also inspired by “a rich heritage of motorsport graphics.”

The new look is rolling out now ahead of the 2018 season.

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  • George November 27, 2017 at 6:30 pm

    My problem isn’t the logo itself. It its own right I actually quite like it (although I think the entire visual package that’s been delivered alongside it is pretty ghastly and outdated). It’s just the previous logo was so iconic and loved that nothing was ever going to better it for me. Tough act to follow. Just my opinion of course.

  • Bruce November 27, 2017 at 8:43 pm

    It looks like a 90’s video game logo, oh sorry and a tap. Why is an advertising agency trying to do something which isn’t their skill set? Their advertising is the business, this isn’t.

  • shafique miah November 28, 2017 at 9:50 am

    still cant seem to see the form of an F1 car?? I don’t dislike the logo but await to see how it folds out….

  • November 28, 2017 at 10:45 am

    Such a shame that the previous logo – that’s been so loved and iconic over the years – hasn’t been evolved to be somewhere at least between the old and the new brand logo. The negative space was a great piece of design and could’ve still been used I’m sure.

    Although on initial release of this new logo i was astounded and saddened to see how far it had changed, but I did see the idea of it being a race car in motion with the bottom of the f and 1 representing the wheels, so in time maybe this will work but i feel it’ll never be as iconic.

    With all rebranding, it would be great to see just how much this cost too…

  • Matthew Ross November 28, 2017 at 11:11 am

    W+K “there’s no way that we’re going to do an ‘F’ and ‘1’ any better than they’ve done it”. True! But more telling I feel are the non-sensical quotes attributed to Sean Bratches at F1 about logos working in todays world. I fear that dumbing down their logo points to the same end for the whole of brand F1.

  • Otaku Kani November 28, 2017 at 11:30 am

    I hate it! And to think a well known company like Weiden+Kennedy received payment for this makes me sick, as does the thought that I will have to look at this logo on cars, drivers suits, and other places for (a hopefully short) ‘X’ years… The least they could’ve done was create a cutout in the “F” to give the “1” more shape instead of looking like your promoting “F-Stick” or “F-I” Racing. I still say that this new logo looks like the tracks a dog would leave after dragging it’s butt across the rug. Or the international wordless sign like you would find in an airport telling you that the faucet is clogged and has low water pressure. Weiden+Kennedy should be both ashamed of the poorly designed low input/high sales pitch crap they generated, and proud that they actually got Liberty Media to buy into whatever they told them to accept this ridiculous design, in a similar way that somebody pretending to be a tailor was able to get a king to go out in new invisible clothes in the well known story.

  • James Cope November 30, 2017 at 12:38 pm

    What a shame. This looks more like a logo for a computer game to sit alongside something like Assetto Corsa.
    Aside from the obvious where has the “1” gone that sat beautifully in the negative space?

  • Richard Ward December 3, 2017 at 1:42 pm

    Why change a ‘classic, that was evocative in every sense. Seems change for changes sake this is not very legible as an ‘F’ And “1” Im afraid, and is not ‘evocative ‘ in any sense.
    Mathew Ross summed it best, and I totally agree..:
    “But more telling I feel are the non-sensical quotes attributed to Sean Bratches at F1 about logos working in todays world. I fear that dumbing down their logo points to the same end for the whole of brand F1”
    Also worth noting, this ‘mark’ is, and will be very ‘illegible ‘ when used small. and simply looks like an ‘Italic’ rectangle.
    So very sad to see this produced.

  • Andrew Bird December 3, 2017 at 6:54 pm

    Love to know how much W+K got paid probably 6 zeroes or 5 zeroes when realisicly it was probably only worth half an hours worth of work fifty quid at the most.

  • Barry Earl December 3, 2017 at 9:23 pm

    Some things should be left alone. I think W + K have completely prostitutied the brand, Liberty are well on their way to ruining an institution and blowing $3.3bn investment.

  • Will Baxter December 3, 2017 at 10:15 pm

    I agree with all your comments above, keep the negative space and just do a mild brand refresh. I’ve even gone as far as doing one myself for the F1 logo, you can view it here on my website blog:

  • Ian Logan December 4, 2017 at 9:55 am

    This is the most depressing “Logo” I have ever seen. It has no life to it in any way and I agree with Otaku Kani that Weiden+Kennedy should be ashamed of themselves. The original by Carter Wong could not be bettered so should not have been changed and if W+K had any guts about them they should have told the client. God only knows what they were paid for such rubbish!

  • Dan December 5, 2017 at 4:12 pm

    Designed inside of a 3D package I’d bet. It lacks sophistication and, just like todays F1 any edge.

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