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Wieden+Kennedy Explains The New F1 Visual Identity And Typefaces

By Izza Sofia, 30 Nov 2017



Formula 1 has unveiled a new logo – the first for 23 years at the close of the Etihad Abu Dhabi Grand Prix.

Designed by a team led by Richard Turley, at Wieden + Kennedy London, the logo is accompanied by typefaces and marks the first step in a complete brand redesign that is driven by the sport’s fans.

Ellie Norman, Formula 1’s first director of marketing, aims to refresh the sport’s image and spirit to one that, “speaks to the core of why people loved the sport in the first place.” 

The new identity’s logo echoes the shape of an F1 car: flat, low to the ground and with a suggestion of speed. “Creatively, the challenge was to reposition Formula 1 as a forward facing entertainment brand, which works across a multitude of channels,” Turley explains.

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The new logo has a “modern-retro feel” that leans into the extreme and dynamic nature of the sport and is designed to work across a variety of platforms—everything from the sport’s high-profile events to the lanyards and printed matter that act as mementos for the fans who come and see the races live.








[via F1 Broadcasting, images via Wieden + Kennedy London]
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