Formula E has launched a new visual identity, timed to coincide with a wave of major changes set to define its future.
The rebrand arrives just months before the Gen4 race car makes its debut in December, alongside the championship's biggest global calendar to date.
It also comes as Formula E enters a new streaming partnership with Disney+ and introduces the high-stakes E-Prix Unleashed race format.
The updated identity is designed to reflect what the series calls "electric motorsport without compromise."
Built with live sport, streaming, social media and gaming in mind, the new look leans heavily on motion, aiming to capture the speed and intensity of wheel-to-wheel racing while tapping into contemporary culture.
At the heart of the redesign is a new logomark, angular in shape and built around hidden "F" and "E" elements that suggest forward movement. The series has also introduced updated broadcast graphics, intended to improve clarity for viewers during high-speed battles on track.
The refreshed brand is built around five pillars: speed, technology and competition; cultural relevance beyond the racetrack; sustainability positioned as a driver of performance rather than a compromise; continuity for long-standing fans; and a flexible platform for partners, manufacturers and host cities.
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Why Formula E chose now for complete rebrand explained
Ellie Norman, Formula E's Chief Marketing Officer, explained the thinking behind the rebrand.
"Formula E is growing rapidly across every dimension; from the racing on track to our global audience and commercial partnerships," Norman said.
"Our previous identity represented an earlier chapter; this brand refresh reflects exactly where we are going next."
"We believe progress should be thrilling. We are no longer asking people to imagine what the future of racing could be, we are showing them what it looks like."
"It is fast, competitive, technologically advanced and culturally relevant, and we want the world to experience it that way."
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