F1 Formula One Motorsport

Formula One launches new logo for digital future

By Community | November 27, 2017

Formula One has launched a new logo following the season-ending Abu Dhabi Grand Prix.

The redesign by Liberty Media – the sport’s American owners – replaces the logo which was originally introduced by Bernie Ecclestone and has been in use for 23 years.

Liberty hope the new, modern design will help with their ambitions to expand F1’s appeal and attract new fans, having acquired the motorsport for a reported £6.4 billion earlier this year.

F1 commercial chief Sean Bratches said: “You cannot stitch the old logo chevron to the right. A number of brands, particularly in this day and age, are trying to simplify their marks to enter the digital space.

“Look at Starbucks, or Coca Cola which has taken the condensation off their logo to enter digital. We felt we had to go a little bit further and really retool to position us on a going forward basis.”

The logo has received mixed reviews on social media while Lewis Hamilton questioned the decision to replace the “iconic” logo.

F1 Formula One Motorsport