McLaren are calling it “the first chapter of what’s next” as the brand has unveiled an all new identity earlier today. Bridging McLaren’s past, present and future along with its Automotive & Racing departments, the brand’s new look keeps it firmly rooted in its history.
Taking inspiration from the “restless ambition” of its founder Bruce, the new identity also seeks to connect clients, colleagues, fans and the wider community with what has made McLaren so iconic over the 60+ years of its existence. As part of this new look, the brand has promised to deliver “deeper personalisation, richer experiences and an even stronger sense of community.”
Credit behind the new logo can in fact be cited back to the sign above the family’s service station in Remuera, Auckland, owned and operated by Les and Ruth McLaren. The new look will retain the famous ‘Speedmark’ as well as the ‘Speedy Kiwi’, both of which have become etched in the brand’s history, the latter of which serving as a reminder of the founder’s New Zealand roots.
A recent GBP 500m investment will support McLaren in its transition to a new era, a movement that will be led by the development of an SUV as well an expansion beyond two-seater sports cars.
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Media courtesy of McLaren Newsroom, words by Matthew D’Souza.
