McLaren Unveils New Logo, Drawing on Its New Zealand Roots

McLaren has surprised the motorsport world with a new logo, marking a major identity shift for the entire brand — not just the Formula 1 team. The redesigned wordmark, which will appear on F1 cars and road cars alike, draws inspiration from the company's earliest days in New Zealand.

Why it matters:

The logo change is more than a cosmetic update. It's a strategic move to align McLaren Racing and McLaren Automotive under one visual identity, as the brand expands its motorsport footprint beyond F1. By reaching back to its roots, McLaren is reinforcing its heritage while positioning itself for a new era of growth.

The details:

• The new 'McLaren' wordmark is slimmer and more refined than the previous angular typography.
• The iconic speedmark — the curved swoosh — remains, as does the famous papaya orange.
• The inspiration comes from a gas station in Remuera, Auckland, owned by Bruce McLaren's parents, Les and Ruth. Bruce worked there on the car that brought him his first race win.
• McLaren's design teams combed through the company archives for the project, also reviving the 'Speedy Kiwi' emblem as a nod to Bruce's New Zealand heritage.

The big picture:

The rebrand comes at a pivotal time. McLaren Racing is preparing to enter the World Endurance Championship with a hypercar program, while McLaren Automotive continues to expand its lineup. A unified identity ensures both sides of the company speak the same visual language as they chase success on track and in the showroom.