McLaren unveiled a new brand identity yesterday, 22 September, shared by its racing and road car businesses. Speedcafe called it the biggest logo change since the 'Speedmark' was introduced in 1997. The new wordmark is based on the sign above the garage that founder Bruce McLaren's parents ran in Remuera, Auckland, New Zealand, while the papaya colour and the Speedmark stay. The change is timed for a year in which McLaren is investing £500 million in the UK and contesting its 1000th F1 grand prix.
A wordmark from Les and Ruth McLaren's garage sign
According to McLaren's official announcement, the new wordmark was inspired by "the sign above the family garage in Remuera, Auckland". The garage was run by Bruce's parents, Les and Ruth McLaren, and it is where Bruce built his first winning car. Speedcafe reports that the building dates from 1926 and is now heritage-listed and used as a residence. PlanetF1 explains that the typeface has changed, the 'c' has been made smaller and an underline added, all as a tribute to Bruce. The 'Speedy Kiwi', a nod to Bruce's New Zealand roots, is also retained.
David Woodhouse, chief creative officer at McLaren Automotive, said: "Throughout our history we have never been content to follow a set path. This evolution of our visual identity captures that spirit and reflects the journey we are on as a company."
The Speedmark and papaya stay, though sources differ on where
The Speedmark, introduced in 1997, is not going away, but the sources describe its place differently. PlanetF1 says it "retains a prominent position" and Motorsport Week says it "remains central, in different colours and tones", whereas Speedcafe reports that it is not part of the new primary logo and will continue to be used separately. The logo itself is a trademark, so it is not reproduced in this article.
Papaya remains "a defining element", joined by "an expanded palette inspired by defining moments in McLaren's history". According to GPFans, McLaren ran its Marlboro-era colours until 1996 and other liveries until 2016, only returning to papaya in 2017. Lou McEwen, chief marketing officer at McLaren Racing, said: "This evolved identity perfectly connects our proud heritage with our ambitions for the future."
One face for road and racing, a £500m investment and a 1000th GP
The identity is shared by McLaren Racing and McLaren Automotive. The official announcement highlights two 2026 milestones: McLaren Automotive's planned £500 million investment in UK manufacturing and engineering, and the team's 1000th F1 grand prix. The WEC Hypercar programme (from 2027, according to PlanetF1) and a first performance SUV will also sit under the new look. PlanetF1 puts the team's tally at 10 constructors' and 13 drivers' titles, and GPFans adds that Lando Norris's 2025 championship gave McLaren both titles for the first time since 1998. Motorsport Week describes the change not as a full rebrand but as an 'evolved identity'.
Will the new logo appear in Baku? The sources do not say
The announcement comes just ahead of the Azerbaijan GP (Round 15), whose race is this Saturday. PlanetF1 says only that it was revealed "ahead of the Azerbaijan GP", and none of the five sources, the official announcement included, says when the new wordmark will appear on the F1 car. In Speedcafe's photos it was carried not by the F1 car but by the P50 road car. Whether the papaya car's sidepods change in Baku will have to wait for Thursday's practice.
Sources
- McLaren Racing, McLaren announces evolved identity
- PlanetF1, McLaren unveil new logo as evolved identity revealed
- Speedcafe, McLaren reveals new logo: wordmark, Speedmark, photos, details, explanation
- GPFans, McLaren F1 team unveil brand new logo
- Motorsport Week, McLaren reveals evolved identity and logo