McLaren Unveils New Logo and Evolved Brand Identity

McLaren has unveiled a new team logo as part of an evolved brand identity designed to mark a new chapter in its automotive and motorsport operations. Based in Woking, the team was founded by Bruce McLaren in 1963 and has built a long history in Formula 1. The updated design retains the iconic Speedmark symbol, though it features a revised color and tone.

Addressing the update, David Woodhouse, Chief Creative Officer at McLaren Automotive, stated that the visual evolution captures the company's spirit of innovation and signals the start of a new chapter. Chief Marketing Officer Lou McEwen noted that the evolved identity bridges McLaren's heritage with its future ambitions while preserving the founding vision established by Bruce McLaren.

The brand update comes as McLaren prepares for major upcoming projects. These future plans include an entry into the WEC Hypercar category as well as the development of the brand's first SUV.