McLaren unveil fresh 'brand identity' after historic motorsport milestones

McLaren has unveiled a new "evolved brand identity" as the team enters an exciting, historic period. 

The current double reigning F1 constructors' champions, and team to the defending drivers' champion Lando Norris are also set to embark on a Hypercar programme in the World Endurance Championship in 2027, in addition to the IndyCar programme.

It means McLaren will be the only team in motorsport to be competing in the Triple Crown in 2027 - the Le Mans 24 Hours, the Indianapolis 500, and the Monaco Grand Prix, with the team the only one to have won all three. 

McLaren states that the new brand identity is "rooted in the vision and restless ambition of founder Bruce McLaren, while reflecting the broader world McLaren is building for its clients, colleagues, fans and global community."

The new identity is focused around a new McLaren wordmark, which is inspired by the sign above the Bruce McLaren family service station in Remuera, Auckland, which was owned by Bruce's parents, Les and Ruth McLaren. 

The iconic McLaren speedmark remains, with the team also having recently celebrated its 1,000th F1 world championship grand prix in Monaco. 

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McLaren react

"There is something uniquely special about McLaren. Throughout our history, we've never been content to follow established paths," said David Woodhouse, the chief creative officer of McLaren Automotive.

"We've always looked ahead, driven by a restless desire to innovate, create and push beyond expectations. This evolution of our visual identity captures that spirit. It's a reflection of the journey we are on as a company. 

"It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future."

Elsewhere, the chief marketing officer of McLaren called the re-brand "unmistakably McLaren."

"McLaren has evolved enormously over the years, but looking back through our shared history across Racing and Automotive, it’s poignant how much of Bruce's original vision and spirit still runs through the business today," said Lou McEwen.

"This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and team-mates already know and love, while giving us a more connected expression of where we’re heading next. It feels unmistakably McLaren."