McLaren Gets A Fresh Look For Its Next Chapter

McLaren has introduced a revised visual identity that connects its automotive and racing operations while reflecting the forward-looking spirit of founder Bruce McLaren.

The new wordmark takes cues from the sign at the McLaren family's former service station in Auckland, New Zealand. It was a significant location in Bruce's early career, where he built the car that delivered his first racing win.

The brand's recognisable Speedmark, papaya colour and Speedy Kiwi remain part of the identity. McLaren has also broadened its colour palette, drawing inspiration from defining moments in its history.

Beyond its visual changes, the refresh aims to build stronger relationships with customers and fans through more personalised ownership, experiences and community engagement.

The announcement follows a busy year for the racing team, including its 1,000th Formula 1 Grand Prix and the unveiling of plans to compete in the World Endurance Championship's Hypercar category.

McLaren Automotive has separately outlined a £500 million investment in its UK engineering and manufacturing facilities. The expansion supports its longer-term ambitions, including the addition of an SUV to a line-up traditionally centred on two-seat sports cars.

The company views the identity as a foundation that can grow alongside McLaren, rather than a finished design.

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