McLaren Reveals New Logo Design

British car maker McLaren has unveiled a refreshed logo, drawing creative inspiration from the historical legacy of founder Bruce McLaren.

At the heart of the new brand look is an updated wordmark, which takes inspiration from an old sign at a service station in Remuera, Auckland that Bruce's parents ran – it's where Bruce, the future racing driver and automotive designer, built the vehicle that led to his first racing win.

Arguably McLaren's most famous symbol, the distinctive 'speedmark', continues to anchor the brand's visual language, having originally made its debut in 1997 with a silhouette reportedly inspired by the turbulent air patterns created behind a racing car's rear wing.

Additionally, the marque says its cherished 'Speedy Kiwi' avian symbol will be retained as part of the new identity.

The bird imagery traces its origins to the inaugural McLaren crest, created in 1964 by Michael Turner, an acclaimed motorsport illustrator and trusted confidant of Bruce McLaren, specifically for the emerging Bruce McLaren Motor Racing Team.

The design prominently featured the kiwi bird, representing the national emblem of Bruce's native New Zealand.

In 1971, a more energetic iteration of the 'Speedy Kiwi' emerged, conceived by Doug Eyre to capture the accelerated speeds achieved by Bruce's racing machines; this evolution also saw the introduction of the striking papaya orange hue that would become synonymous with 'McLaren Orange'.

That same papaya continues to play a vital role in the refreshed identity, now joined by an expanded palette of colours "inspired by pivotal moments in McLaren’s history".

"There is something uniquely special about McLaren. 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," comments David Woodhouse, chief creative officer at McLaren.

Adding: "This evolution of our visual identity captures that spirit. It's a reflection of the journey we are on as a company. It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future."

The McL 6GT supercar became the first car to showcase the new branding when the company introduced it last month at Monterey Car Week in California.

McLaren's custom division, McLaren Special Operations (MSO), created the car as a tribute to the original 1960s M6GT, which was McLaren's first road car, built by Bruce McLaren himself (shown below sitting in the M6GT).

Source: McLaren