McLaren has officially unveiled a new logo inspired by its past, specifically the Remuera service station run by the grandparents of founder Bruce McLaren in Auckland, New Zealand. This is the most significant logo change since 1997, when McLaren introduced the iconic 'Speedmark'.
The new design adopts the McLaren masthead that once adorned the Remuera service station built in 1926. The heritage-listed building still stands today, though it has been converted into residential dwellings. This move seems to draw a clear line between the McLaren family heritage and future ambitions.
McLaren describes the "recrafted" identity as "reconnecting McLaren with its origins while giving the brand a confident visual language for the future." Chief Creative Officer of McLaren Automotive, David Woodhouse, emphasized that the spirit of innovation has been in the company's DNA from the start. "There is something uniquely special about McLaren," he said. "Throughout our history, we've never been content to follow established paths. We've always looked ahead, driven by a restless desire to innovate, create and push beyond expectations."
Although the Speedmark no longer features in the primary logo, McLaren has retained its use. Papaya will also remain a "defining element" for the brand, alongside an "expanded colour palette inspired by pivotal moments in McLaren's history." This is not merely a visual overhaul, but a reaffirmation of a rich identity.
Chief Marketing Officer of McLaren Racing, Lou McEwen, added that the new identity bridges heritage and future ambition. "McLaren has evolved enormously over the years, but looking back through our shared history across Racing and Automotive, it's poignant how much of Bruce's original vision and spirit still runs through the business today," she said. "This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and teammates already know and love, while giving us a more connected expression of where we're heading next. It feels unmistakably McLaren."
Founded in 1963 and entering its first F1 race in 1966, McLaren has since won 13 drivers' championships and 10 constructors' championships. Outside of Formula 1, McLaren also competes in IndyCar and will soon enter the FIA World Endurance Championship. This logo change marks a new chapter for the team synonymous with papaya.
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