Formula One Looks to the Future With New Logo

Formula One Looks to the Future With New Logo
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Published November 26th, 2017 - 20:55 GMT via SyndiGate.info

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The new Formula One logo is seen during the Abu Dhabi Formula One Grand Prix at the Yas Marina circuit on November 26, 2017.
GIUSEPPE CACACE / AFP
The new Formula One logo is seen during the Abu Dhabi Formula One Grand Prix at the Yas Marina circuit on November 26, 2017. GIUSEPPE CACACE / AFP

As the Formula One Etihad Airways Abu Dhabi Grand Prix brought the curtains down on yet another season and the 68th Formula One World Championship, it marked the end of an era and the beginning of a new one.

The famed Formula One logo in black and red was seen for the last time at the Yas Marina Circuit with new owners and the commercial rights holders Liberty Media unveiling a new design for the 2018 season and beyond.

It brought an end to a logo that signified Formula One for the best part of three decades. And it what has been a year and season of firsts with Liberty Media taking over, the rebranding and repackaging continues as the sport looks to the future.

Formula One fans have been divided with some saying: "Why fix it when it isn't broke," but F1 Managing Director Sean Bratches said that they had taken feedback from the fans when designing the new logo.

The new logo, designed by Wieden and Kennedy, London, was showcased at the podium ceremony after the Grand Prix, after receiving approval from the FIA, the sport's world governing body.

"We hold in high regard the incumbent mark. It's served Formula One extremely well for the past three decades but in terms of where we're taking the business and our vision for the business, it's the negative space in the '1' doesn't come through candidly in digital," Bratches said at the Yas Marina Circuiton Sunday.

"We are trying to re-position Formula One from a purely motorsport company to a media and entertainment brand with the heart and soul of a race car driver in the middle of it," he said.

About the criticism, he said: "Candidly I think it's good people have an opinion because they care. As the caretakers of this sport and brand we feel very strongly about it. We understand in any logo change, small modification or wholesale, that people are going to have varied opinions. I think that's good for the sport. Everybody has got an opinion in Formula One so I didn't think we'd sneak away unscathed on this one."

Meanwhile, Formula One's Director of Marketing Ellie Norman said that they took a simplistic approach when designing the new logo.

"It takes its inspiration from the low-profile shape of the car, two cars crossing a finish line and it is incredibly bold and simple. But as we apply this in today's market and being mobile and digital led, we have much more flexibility and versatility with this logo," said Norman.

"We actually had an incredibly iconic logo, but as we look to the future, for me it's much more about having a badge and we want to create an identity for Formula One. This has stemmed from the research we did with fans across the world earlier this year. The new design is inspired from what we learned from the fans and the associations which they want to have with the sport," she added.

By James Jose

Copyright © 2017 Khaleej Times. All Rights Reserved.

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