Formula One Unveils New Brand Indentity
Formula One has unveiled a new logo for the first time in 23-years, which was launched at the season-ending Abu Dhabi Grand Prix on Sunday 26th November and is reportedly the first step in the rebranding of the sport.
Spearheaded by its first director of marketing, Ellie Norman, and agency Wieden+Kennedy London, Formula One is adjusting its marketing and business strategies, according to media reports.
The organistion, which was bought by Liberty Media this year, has also set out a ‘mission statement’. It includes five key behaviours, such as revel in the racing, make the spectacle more spectacular, break down borders, taste the oil and feel the blood boil.
The first statement refers to working with the teams and the FIA to improve racing, the second is around the build-up of events around races to create more of a ‘buzz’, and the third is about increasing the audience and drawing in new fans. The final two relate to presenting technology in a more interesting way and highlighting rivalries and emotions.
After an amazing season – a new #F1 era awaits
Our greatest races are ahead of us
#Unleash2018 pic.twitter.com/1g0KSjeVhj— Formula 1 (@F1) November 26, 2017
Norman, who joined from Virgin Media in August, said to Reuters: “I think over time it will be received positively.
“Having shared it with the teams in Abu Dhabi on Thursday and with our sponsors and partners on Wednesday, the feedback has been incredibly positive.
“All of the work we’ve been doing is really setting us up for next season and beyond and how we want to continue to bring fans much closer. The more that we give fans what they want, the more as a business we will get what we want in the long term.
“With the new logo and identity that we build, we can take this and build up eSports, find a way to connect this audience and bring them in
“This logo allows us to take it into those environments where the new audiences are.”
Formula One’s commercial boss, Sean Bratches said the new logo aims “to capture the speed and excitement of motorsport.”
“Our new brand identity symbolises the wider transformation taking place in Formula One as we aim to broaden the sport’s appeal, attract new audiences and build stronger connections with existing fans.”
