Mox Unveils Bold Brand Refresh for Formula E Ahead of Gen4 Era and 2026/27 Season
Mox, a creative agency, has been selected to undertake a brand overhaul for Formula E, the leading electric car racing championship, in preparation for the 2026/27 season. The revamped identity showcases a striking color scheme, custom typography, and a visual framework that evokes speed. A unique typeface inspired by AP Gavel, created in collaboration with All Purpose Studio, features velocity settings. The redesigned icon is tilted at a 30-degree angle to suggest motion. The color palette includes Surge Purple, Signal Orange, and Electric Lime. Now in its 12th year with over 422 million fans, Formula E is entering the Gen4 phase, which promises quicker races. CMO Ellie Norman highlighted the sport's swift expansion, while Mox’s Matt Bolton stressed the need for a bold new identity. Additionally, Formula E has established streaming agreements with Disney+.
Key facts
- Mox has been chosen to create a brand refresh for Formula E, the highest class open-wheel single-seater motorsport championship for electric cars
- The refresh will roll out across all championship touchpoints ahead of the 2026/27 season
- The bespoke typeface is based on a customised cut of AP Gavel, created with London-based type foundry All Purpose Studio
- The typeface uses velocity settings instead of weight settings, moving from a standing start to an italicised "turbo mode"
- The updated Formula E icon is designed on a 30 degree angle to communicate speed, eagerness and competitiveness
- The palette is led by Surge Purple, with Signal Orange and Electric Lime handling emphasis
- Formula E has over 422 million fans and is twelve years old
- The Gen4 era features a futuristic chassis, 600kW outputs and speeds faster than the Gen3 Evo race car
- Ellie Norman is chief marketing officer of Formula E
- Matt Bolton is creative director and co-founder of Mox
- Formula E has secured streaming partnerships with Disney+
Entities
Artists
- Ellie Norman
- Matt Bolton
- Paul M
Institutions
- Mox
- Formula E
- ABB FIA Formula E World Championship
- All Purpose Studio
- Disney+
- It's Nice That
Locations
- London
- United Kingdom