McLaren unveiled refreshed logo, brand ahead of Azerbaijan Grand Prix
NXTbets Pro | Published On: September 22, 2026
McLaren brand refresh
McLaren unveiled a refreshed brand identity and a new logo for McLaren Automotive and McLaren Racing, putting a sharper visual package behind the company’s next phase. The update arrived ahead of the Azerbaijan Grand Prix. McLaren framed the change as a way to honor its heritage while moving the brand forward, and said the redesign was built to support what came next as it pursued a broader future. The company said the updated brand reflected ambition, creativity and forward momentum, three ideas it wanted to put at the center of the business.
McLaren heritage cues
The new wordmark carried a direct link to founder Bruce McLaren. The company said it was inspired by the sign at the McLaren family service station in Remuera, Auckland, New Zealand, which gave the redesign a personal connection to the brand’s origins. McLaren also kept the Speedmark as a central part of the updated identity, preserving one of its recognizable symbols. The mark did not sit in the new design exactly as it had before. McLaren said it appeared in a different color and tone, which separated the refreshed look from the old one while keeping the core shape intact. The company also changed the font and added a smaller underlined c, another nod to Bruce McLaren. Those details gave the identity a cleaner finish while retaining cues that tied it back to the founder. Papaya remained part of the brand, joined by new shades of yellow, red and blue drawn from McLaren’s history. Chief Creative Officer David Woodhouse said the refreshed visual identity captured McLaren’s long-running drive to innovate. Chief Marketing Officer Lou McEwen said the new identity bridged Bruce McLaren’s original vision with the company’s future ambitions.
McLaren future plans
The refreshed identity appeared on Formula One race weekends and on the team kit worn by Lando Norris and Oscar Piastri. It also extended to Arrow McLaren in IndyCar. McLaren’s future plans included a hypercar project that would enter the World Endurance Championship in 2027 and the launch of its first SUV. The new identity fit those plans, presenting the company’s heritage alongside its future ambitions. The updated look was meant to work on a car, on a race suit and on a showroom floor, tying the company’s origins to its next stage.
