Formula 1 unveils new identity
Formula 1 has recently introduced a new logo created by Wieden+Kennedy London. The previous logo served the brand for 23 years.
Along with the logo Wieden+Kennedy has developed new fonts, new lettering and graphic solution for live streaming. Current owners of Formula 1 are looking for opportunities to attract new audience and communicate with existing one across various new platforms.
The project started with an in-depth research campaign that sought the opinion of F1 fans across the world. The results indicated that some had become disengaged with the sport and felt its glory days were behind it. There was also the understanding that the "engineering" side of F1 had perhaps overtaken its personality-driven "human" side; that the stories of the drivers had been eclipsed by the cars they were driving. The new brand strategy is based on the results of the research campaign. New logo and identity represent reworked brand values: being forward-facing, surprising, dynamic. The logo is constructed from three simple shapes that form an 'F' and a '1' and that evoke both the speed of the cars and the bends of a racetrack.
The logo is complemented by a suite of typefaces designed by a young French designer Marc Rouault. A headline font, F1 Regular, is joined by two display faces, F1 Turbo and F1 Torque. The complete new identity will be fully disclosed at the first race of 2018.