McLaren unveils a new look: here’s what the British automaker’s new visual identity looks like.
A logo paying homage to the brand’s history
McLaren Racing and McLaren Automotive teams drew from their shared archives to explore the symbols, stories, and styling details that shaped the brand founded by Bruce McLaren in New Zealand. At the heart of this refreshed identity lies a new logotype, inspired by the sign above the Remuera family gas station in Auckland. Owned by the founder’s parents, Les and Ruth McLaren, the station is where the young Bruce built the car that would earn him his first competitive victory. The Speedmark, one of McLaren’s most recognizable symbols, remains at the core of the brand. The Papaya also remains a hallmark element, now accompanied by an expanded color palette drawn from pivotal moments in McLaren’s history. The identity also retains the Speedy Kiwi, a nod to Bruce McLaren’s New Zealand roots.
An identity “Undeniably McLaren”
“There is something unique about McLaren,” explains David Woodhouse, Chief Creative Officer of McLaren Automotive. “Throughout our history, we have never settled for simply following the beaten path. We have always looked toward the future, driven by an insatiable desire to innovate, to create, and to exceed expectations.
This evolution of our visual identity captures that spirit. It reflects the journey we are on as a company. It marks the start of a new chapter for McLaren, giving tangible expression to the ambition, creativity, and momentum that shape our future.”
“McLaren has evolved a lot over the years, but when you dive back into our shared history across Racing and Automotive, it’s striking how much the original Bruce’s vision and spirit remain deeply embedded in the company today,” continues Lou McEwen, Chief Marketing Officer of McLaren Racing. “This refreshed identity perfectly links that heritage we’re proud of with our future ambitions. It celebrates the symbols and stories that our fans, partners, and teammates already know and appreciate, while giving us a more coherent expression of the direction we are taking. It’s undeniably McLaren.”
