Formula 1 needed a new visual identity to signal its new era and reposition the sport as a global media and entertainment brand.
What we did
We started by working with research agency Flamingo on an in-depth global brand health study to understand where the Formula 1 is today, how fans feel, the most important aspects of the brand and the elements that need change. The study provided a foundation for the strategic direction of the project and led to a new marketing and branding mission for Formula 1.
We assembled a design and strategy team, led by Richard Turley (Bloomberg Businessweek, MTV) to create the brand’s new visual identity, which includes logo, typography and brand behaviours – more on that to come in 2018.
Of the logo, which was unleashed to the world in a live end-of- season spectacle at the close of the Formula 1 Etihad Abu Dhabi Grand Prix, Turley said: “Creatively, the challenge was to reposition Formula 1 as a forward-facing entertainment brand, which works across a multitude of channels.
“The new mark embodies the core forces of Formula 1 racing: speed, attack, and control; while its sleek, sharp interlocking components celebrate the technical prowess of Formula 1 engineering teams.
“Its aesthetic is aspirational and leans into the future, but extends naturally from a rich heritage of motorsport graphics.”
Creative Review covered the work in detail here.
More to come in 2018.
On working with Wieden+Kennedy London, Ellie Norman, Director of Marketing, Formula 1, said: “W+K London is an innovative, creatively-led shop driven by getting under the skin of human behaviour and understanding what makes our fans tick. Having worked with them when I was at Honda, and experienced them at their best, I wanted W+K to unlock the universal truth for a global audience that would allow us to build F1 into a global media and entertainment business, with the soul of a race car driver.