Formula 1 will unveil a brand new identity today after the conclusion of the final race of the 2017 Grand Prix season in Abu Dhabi. Created by a team led by Richard Turley at agency Wieden+Kennedy London, the project includes a new logo that replaces the ‘F1’ mark originally designed by studio Carter Wong in 1994.

The work has been overseen by Ellie Norman – who joined Formula 1 in August as its first Director of Marketing – and represents the most significant change to the sport since its acquisition by Liberty Media in January this year.

Liberty has already brought in a host of changes that it hopes will attract new fans, from new FanZones at Grands Prix weekends and immersive live events to new broadcast and digital deals. The new identity is seen as the next step in Formula 1’s ongoing transformation and a recognition of its aim to celebrate the stuff that makes F1 exciting – the speed and drama of the racing.

“The impetus has been to really make it more fan-focused, to understand that that is the heart and soul and future of the sport,” says Turley, who is a year into his role as Executive Creative Director of content and design at W+K, having previously worked at MTV, Bloomberg Businessweek and the Guardian.

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