Formula 1 is about to enter a new era.
As the curtain falls on the 2017 Formula 1 season with the Abu Dhabi Grand Prix this weekend, hype is already building for what's to come in 2018 – and F1 bosses have stoked the fire with the release of an all-new logo.
The redesign is the brand's first for 23 years and is inspired by the fans, with 14,000 supporters from seven countries giving feedback that shaped F1's new identity.
The genesis of the logo echoes the shape of a Formula 1 car: flat, low to the ground and with a suggestion of speed. It has a modern-retro feel that leans into the extreme and dynamic nature of the sport and is designed to work across a variety of platforms.
Leading the overhaul is Ellie Norman, the first ever Formula 1 Director of Marketing, and she says the redesign is the first step to making the sport accessible for new fans once again:
"When we talked to fans about what made Formula 1 amazing, what we heard was people loved the real, exhilarating, unpredictable and incomprehensibly fast elements of the sport. It was about racing. But many felt those days were behind us and that the sport has become almost impenetrable for fans, particularly new ones.
It was clear we were going to need to address some fundamentals of our brand, if we were to realise our ambition to make Formula 1 a major entertainment player and claim our rights to be the global media brand we should be. What we say and do now is so important for our future, but it must always be driven by our fans. They come first.”
The new F1 season starts on March 25th 2018.