A new identity marks a new chapter for McLaren and is expressed through a new lettering style inspired by the sign that once stood above the service station in Remuera, Auckland, where Bruce McLaren built the car with which he achieved his first victory on the track. The new logo that identifies the brand is the result of a joint effort by McLaren Racing and McLaren Automotive. Drawing on their respective archives, the two companies explored the symbols, stories and design details that have helped shape the McLaren brand over the years.
Speedmark, one of McLaren’s most recognizable symbols, also continues to play an important role for the brand. Speedmark represents the brand’s continuity over time.
Similarly, the Papaya color remains a distinctive element and is included in an expanded color palette. The palette also retains the Speedy Kiwi, which pays tribute to Bruce McLaren’s New Zealand roots.
The launch of the new McLaren identity follows the celebration of the M6GT and the unveiling of the McL 6GT. The car highlights McLaren’s contemporary ambitions in terms of design and performance. The launch of the new identity also coincides with the year in which McLaren Racing celebrated its 1,000th Formula 1 Grand Prix and announced its hypercar program for the FIA World Endurance Championship (WEC), with the aim of pursuing the Triple Crown.
The new identity comes at a time when McLaren Automotive has recently confirmed plans to expand its manufacturing and engineering capabilities in the United Kingdom as part of an investment program worth more than £500 million.
“McLaren is unique and extraordinary,” said David Woodhouse, Chief Creative Officer at McLaren Automotive. “Throughout our history, we have never been content to simply follow paths that have already been established. This evolution of our visual identity expresses exactly that spirit.”
