McLaren Unveils New Wordmark Inspired by Bruce McLaren's Family Service Station
On Tuesday, McLaren unveiled a refreshed visual identity that merges McLaren Automotive and McLaren Racing into a cohesive wordmark. This new design draws inspiration from the hand-painted sign of Bruce McLaren's parents' petrol station located in Remuera, Auckland. The updated wordmark continues to feature the Speedmark, a symbol that has been part of the brand since 1997. Papaya (McLaren Orange) remains the primary color, now complemented by a broader palette, while the Speedy Kiwi crest is also preserved. This evolution of identity will be reflected across road cars, Formula 1, IndyCar, and WEC. David Woodhouse remarked that it embodies the company's innovative spirit. Additionally, McLaren Automotive announced a £500m investment in UK manufacturing, including a performance SUV.
Key facts
- McLaren announced an evolved visual identity on Tuesday, unifying McLaren Automotive and McLaren Racing.
- The new wordmark is inspired by the hand-painted sign above the McLaren family service station in Remuera, Auckland, owned by Bruce McLaren's parents, Les and Ruth.
- The Speedmark, introduced in 1997 and inspired by rear wing vortices, remains part of the identity.
- The Papaya (McLaren Orange) hue is retained and joined by an expanded colour palette.
- The Speedy Kiwi crest, absent from the logo since the 1980s but kept as a heritage motif, is retained.
- David Woodhouse, chief creative officer at McLaren Automotive, commented on the evolution.
- The refresh follows a year of storytelling about Bruce McLaren's legacy and coincides with the team's 1000th F1 race and participation in Monaco, Indy 500, and Le Mans.
- McLaren Automotive confirmed a £500m investment in UK manufacturing and engineering, including a performance SUV.
Entities
Artists
- Bruce McLaren
- Les McLaren
- Ruth McLaren
- Michael Turner
- Doug Eyre
- Raymond Loewy
- David Woodhouse
Institutions
- McLaren
- McLaren Automotive
- McLaren Racing
- Formula 1
- IndyCar
- WEC
- Monaco Grand Prix
- Indy 500
- Le Mans
Locations
- Auckland
- New Zealand
- Remuera
- United Kingdom
- Monaco
- Indianapolis
- Le Mans
- France