McLaren. Our brand world.

McLaren revealed an evolved identity this month, the road cars and the racing team now sharing the same voice.

The Speedmark stays, and so does the Papaya colour. What’s new is the wordmark, sourced from the service station that Bruce McLaren’s parents, Les and Ruth, ran in Remuera, Auckland. That’s where Bruce McLaren built the car that won him his first race.

The McLaren family service station at night in black and white, the McLaren’s sign lit above a row of petrol pumps
The new McLaren Racing lockup in white over a motion-blurred pit stop, the crew in papaya overalls lifting a tyre
The service station in Remuera, and the new McLaren Racing lockup, images courtesy of McLaren

I’m not sure how I feel about the new McLaren Racing lockup—the previous logo, still featured in the navigation bar on the McLaren Racing website, felt more… race-y? The production quality of the film itself, though, is extraordinary. The storytelling is very well done. Restrained, but crackling.