McLaren unveils 'evolved brand identity' after historic motorsport milestones

McLaren has unveiled a new "evolved brand identity" as it enters a historic period, with the back-to-back F1 constructors' champions also preparing to launch a Hypercar programme in 2027.

Why it matters:

McLaren will become the only team in motorsport competing for the Triple Crown in 2027 — Le Mans 24 Hours, Indy 500 and Monaco GP — and remains the only one to have won all three. The rebrand unifies its F1, WEC and IndyCar ambitions.

The details:

• The new identity is built around a refreshed McLaren wordmark, inspired by the sign above the Bruce McLaren family service station in Remuera, Auckland.
• The iconic McLaren speedmark remains, with the team recently celebrating its 1,000th F1 world championship grand prix in Monaco.
• McLaren says the identity is "rooted in the vision and restless ambition of founder Bruce McLaren," reflecting the broader world it is building for fans and partners.
• David Woodhouse, chief creative officer of McLaren Automotive, said it "marks the beginning of a new chapter."
• Lou McEwen, McLaren's chief marketing officer, called the rebrand "unmistakably McLaren," bridging heritage with future ambition.

The big picture:

McLaren heads into 2027 as two-time defending F1 constructors' champions, with Lando Norris defending his drivers' title. Adding a WEC Hypercar programme to its existing IndyCar effort makes it the only team chasing motorsport's Triple Crown.

What's next:

The rebrand gives McLaren a unified visual presence across F1, IndyCar and Le Mans, as it leans into Bruce McLaren's legacy while chasing new milestones.