McLaren’s new logo looks like a luxury fashion brand
by https://www.creativebloq.com/author/natalie-fear · Creative Bloq
Share this article
0
Join the conversation
Follow us
Add us as a preferred source on Google
Newsletter
Subscribe to our newsletter
Luxury car brand McLaren has unveiled a slick new brand identity, evolving its iconic heritage look for the next generation. At the centre of the new look is a fresh wordmark, inspired by the brand's humble origins, marrying classic design with a future-forward spirit.
With rival brands like Jaguar proving that a miscalculated logo can cost you public favour, it's never been a more nerve-wracking time for brands to evolve. But with a careful blend of heritage and modern refinement, it seems McLaren has nailed the contemporary car logo.
McLaren's new logo features a clean wordmark in a modern sans-serif. Inspired by the sign above the McLaren family service station in Remuera, Auckland, dating back to the 1920s, the design ties in the brand's rich history while giving the brand a slicker, modern appeal thanks to its lighter weight.
Latest Videos FromCreative Bloq
Watch full video here:
A subtle underscore beneath the lowercase 'c' brings a further polish to the design, giving it a luxury feel in line with some of the best fashion logos. The old logo's iconic speedmark is reintroduced for the brand's golf and racing subbrands, reflecting "the value of continuity and its enduring significance to fans around the world."
"It's a reflection of the journey we are on as a company," explains David Woodhouse, chief creative officer at McLaren Automotive. "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."
You may like
Elon Musk’s new SpaceXAI logo looks surprisingly familiar
Honor’s new logo is all about pushing past perfection
Loewe’s lowkey logo sandals divide fashionistas
"It celebrates the symbols and stories our fans, partners and team mates already know and love, while giving us a more connected expression of where we’re heading next. It feels unmistakeably McLaren," adds Lou McEwen, chief marketing officer at McLaren Racing.
As with all new brand identities, I suspect that McLaren's new look will certainly ruffle some feathers. The chunky, retrofuturistic look of the old design was iconic but slightly dated, and while it served a purpose, the new look feels far more in tune with McLaren's past and future.
Get the Creative Bloq Newsletter
Sign up to Creative Bloq's daily newsletter, which brings you the latest news and inspiration from the worlds of art, design and technology.
Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsors
For more car design, take a look at why the Ferrari Luce is so controversial or check out Tesla's mysterious new logo design that sparked some surprising theories.