The former McLaren service station in Remuera, Auckland.
It’s the most significant logo change in the brand’s history since 1997 when McLaren introduced the iconic ‘Speedmark’.
The rebrand is a significant departure, but carries historical significance.
The new logo design leans on the McLaren masthead that appeared on the Remuera service station that Bruce McLaren’s parents Les and Ruth ran in Auckland.
Constructed in 1926, the heritage-listed garage still stands today but has since been converted into residential dwellings.
McLaren said the “recrafted” identity “reconnects McLaren with its origins while giving the brand a confident visual language for the future.”
“There is something uniquely special about McLaren,” McLaren Automotive chief creative officer David Woodhouse said.
“Throughout our history, we’ve never been content to follow established paths.
“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.”
The new McLaren wordmark on a midnight background.
Although the Speedmark does not feature in the new logo, McLaren has retained its use.
Interestingly, McLaren said Papaya will remain a “defining element” for the brand alongside an “expanded colour palette inspired by pivotal moments in McLaren’s history.”
“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,” McLaren Racing chief marketing officer Lou McEwen said.
“This evolved identity perfectly bridges that proud heritage with our future ambition.
“It celebrates the symbols and stories our fans, partners and teammates already know and love, while giving us a more connected expression of where we’re heading next.
“It feels unmistakably McLaren.”
The new McLaren wordmark on the McLaren P50.
McLaren Racing was founded in 1963 and entered its first F1 race in 1966. Since then, the marque has won 13 drivers’ championships and 10 constructors’ championships.
Outside of Formula 1, McLaren also competes in IndyCar and will soon enter the FIA World Endurance Championship.