Formula 1 execs unveiled the sport's new logo, and "explained why grand prix racing needed to get rid of the iconic mark it has used for the past 23 years," according to Jonathan Noble of MOTORSPORT. Shortly after the podium ceremony for the season finale in Abu Dhabi, F1 revealed the "new much simpler design" that will be used from the start of the '18 campaign. F1 Managing Dir, Commercial Operations Sean Bratches said that the decision to change the logo had "come about because the old design was not useful for modern digital platforms -- nor merchandise."
He added that grand prix racing had to "follow the example of other worldwide brands" -- like Coca Cola -- that had "simplified their brands to make better use of the digital era." Bratches: "You cannot stitch the old logo chevron to the right. A number of brands, particularly in this day and age, are trying to simplify their marks to enter the digital space. Look at Starbucks, or Coca Cola, which has taken the condensation off their logo to enter digital. We felt we had to go a little bit further and really retool to position us on a going forward basis." F1 Marketing Head Ellie Norman said that the design of the logo was "based on two cars going around a circuit and battling for the finish line." Although the old F1 logo became "iconic" because of the hidden "1" that featured in the middle, Bratches said that it was "actually too subtle for many people." He said, "We hold in high regard the incumbent mark. It served F1 extremely well over the past 23 years, but in terms of where we are taking the business and our vision for the business, it is the negative space in the '1' that doesn't come through candidly in digital." The new logo will take center stage at a full brand relaunch for F1 that will take place ahead of the '18 season-opening Australian GP. Bratches: "We are going to outline a new production concept -- unveil a brand new responsive web platform, new social capabilities, a live and non-live OTT platform" (
MOTORSPORT, 11/26). SKY SPORTS' Jonathan Green reported F1 Chair Chase Carey said, "What we wanted to do was provide a fresh energy to the sport" (
SKY SPORTS, 11/26).
MIXED REVIEW: ESPN.com's Laurence Edmondson reported F1's new logo "received a mixed reaction" among the podium finishers at the Abu Dhabi GP. Valtteri Bottas said, "I like the old one better. I kind of liked the old one. I only saw it very quickly [the new one] ... but what's wrong with the old one? I thought it was quite cool." Lewis Hamilton said, "The one we had was an iconic logo I think. Just imagine if Ferrari or Mercedes changed their logo. I mean the new one, I don't think is as iconic but maybe it will grow on us" (ESPN.com, 11/26). Noble also reported Liberty Media's decision to change F1's logo received the "official backing" of FIA. FIA President Jean Todt said, "It is an evolution. And incidentally the commercial rights holder can change the logo with the agreement of the FIA -- and they are very professional people" (MOTORSPORT, 11/26).
GLOBAL REACH: CAMPAIGN LIVE's Omar Oakes reported F1 is "looking to appoint its first dedicated global media agency in a bid to grow the sport and recruit new fans across the world." The brand "shortlisted four media agencies" to pitch for its global media planning and buying business in a process run by Oystercatchers. The pitch is being run by Norman (CAMPAIGN LIVE, 11/23).
