McLaren reveals new logo in return to New Zealand roots

McLaren has unveiled its most significant logo change in nearly three decades, replacing the iconic Speedmark with a wordmark rooted in the brand's New Zealand origins. The recrafted identity draws directly from the masthead that once adorned the Remuera service station in Auckland, run by Bruce McLaren's parents, Les and Ruth.

Why it matters:

The rebrand bridges McLaren's historic racing legacy with its future ambitions as it expands into the World Endurance Championship while continuing its F1 and IndyCar programs. It signals a unified brand direction across racing and automotive.

The details:

• The new logo is the first major change since the Speedmark was introduced in 1997, though the Speedmark will remain in use.
• The heritage-listed garage, built in 1926, still stands today but has been converted into residential dwellings.
• McLaren says the identity "reconnects McLaren with its origins while giving the brand a confident visual language for the future."
• Papaya remains a "defining element" of the brand, alongside an expanded colour palette inspired by McLaren's history.
• McLaren Racing was founded in 1963, entered F1 in 1966, and has since won 13 drivers' and 10 constructors' championships.

What's next:

The new visual identity will be rolled out across McLaren's racing and automotive operations. The brand is set to enter the FIA World Endurance Championship, adding to its existing campaigns in F1 and IndyCar.