Formula 1 unveils new branding for 2018
Formula 1 unveiled a new brand image for the 2018 season on the Abu Dhabi podium, which will form part of a wider digital platform change over the winter.
It replaces the 23-year-old logo designed by London based studio Carter Wong in 1994, which has since become an iconic symbol of the sport.
Overseen by Ellie Norman, the first ever F1 Director of Marketing, the new logo has the aim of being sympathetic to the sports heritage, while also driving forward into a new era. Norman confirming the design is symbolising two cars battling for the finish line, taking inspiration from the new lower profile cars of 2017.
It is the first of a number of changes Liberty Media are to make over the winter, with a new graphics package, web and social platform as well as a new live and non-live ‘over-the-top’ broadcasting service all confirmed by F1 commercial director Sean Bratches.
As part of the digital push, Bratches confirmed to Autosport the simplification of the branding, “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.
“So we wanted to keep it simple and clear. That is important for the digital space.”
The new branding follows changes Liberty Media introduced earlier in the year including the F1 Live street event in London, new FanZones at grand prix weekends and a relaxation of social media restrictions in the paddock.