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Formula One Unveiled Their New Logo And People Aren’t Happy With It

Formula One redesigned its official logo for 2018, but people have been criticizing it since the day it revealed.

F1’s rebranding process and the change of visual identity doesn’t satisfy the fans at all. Designed by Wieden+Kennedy London, the new logo was unveiled at this year’s Grand Prix season in Abu Dhabi last week. From the racing drivers to all the fans, the reactions are all certain that the new logo is not as wonderful as the old one.

In comparison to the previous emblem, which was designed by Carter Wong in 1994,  according to the audience, that was more than a logo, and a symbol of the brand for more than 20 years. There’s a hidden ‘1’ between the letter ‘F’ and the red chevrons, which looks very cool, but with dominance of the digital and mobile technologies, it becomes difficult to render the details in digital.

Composed of three lines forming F and 1 in red, the 3D logo is described as “modern-retro” according to the design team. Plus, it is designed to mimic the shape and movement of a racecar and the bends of a racetrack.

Richard Turley, Creative Director at W+K led the design process. The brief was to create a symbol that would elevate Formula One into becoming a “fully-fledged media and entertainment brand”.

Turley, commented about the new design,

The new mark aims to embody 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.

There was a research process behing the whole rebranding which was carried out by Flamingo agency, and that surveyed F1 fans around the world. The study found that people engaged most with the personality-driven side of the sport, rather than the technical and business-driven aspects.

Despite the negative comments about the new logo, Formula One’s First Director of Marketing, Ellie Norman said that maybe the reactions are contemporary and after some amount of time, loyals will realize that the new logo is not that bad at all. She continues,

When we talked to fans about what made Formula One 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 One 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.

…[Growing up racing] I imagine that it’s a logo that they kept close to their heart. I think the more that we kick off next season and start to demonstrate what Formula One is doing for fans to help grow the sport, then I think their reactions will change.

All we can say is, when the legendary brands make even a small change in their appearances, it matters and often fails in the first sight. So, only time will tell the permanency of the new version of the logo.

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