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The F1 rebrand

Formula 1 has a new identity. Revealed at the close of the Etihad Abu Dhabi Grand Prix, the logo is accompanied by 3 typefaces and is the first step in a complete brand redesign.

Ellie Norman, Formula 1’s first director of marketing, is aiming to refresh the sport’s image to one that “speaks to the core of why people loved the sport in the first place.” Having carried out in-depth research with fans across the globe, she was able to conclude that this is the “exhilarating, unpredictable and incomprehensibly fast elements of the sport.”

The new identity’s logo is aiming to incorporate this ethos by echoing the shape of an F1 car: Flat, low to the ground and with a suggestion of speed.

Wieden + Kennedy London developed the identity.

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