McLaren Reveals New Logo Ahead of Upcoming Next-Generation Models

McLaren has unveiled a new logo and corporate identity that will be used across its next-generation vehicles, merchandise, branding and digital platforms. The new identity draws inspiration from the early history of founder Bruce McLaren, while being designed to represent the company’s future direction.

Both McLaren Racing and McLaren Automotive will adopt the new branding.

The first vehicle to feature the new identity is the McL 6GT concept, which was revealed at Monterey Car Week in California last month. Future McLaren models will also feature the McLaren name spelt out across the rear.

New McLaren Logo Inspired by Bruce McLaren

The new McLaren wordmark uses a wide, all-capital sans-serif typeface, with the exception of the lowercase ‘C’. The letter sits on a small horizontal line to bring it to the same height as the other characters.

McLaren is also introducing a new bespoke typeface called McLaren Sans, which will be used across the company's wider corporate identity.

The existing Speedmark motif will remain as a smaller identifying element of the brand.

McLaren chief creative officer David Woodhouse said Bruce McLaren's legacy was a key influence behind the new identity. However, the company has stressed that the redesign is intended to represent its future rather than act as a retro-themed exercise.

Logo Draws From Bruce McLaren's Auckland Workshop

The new identity takes inspiration from the service station owned by Bruce McLaren's parents in Auckland, New Zealand.

According to McLaren, it was at the workshop that Bruce built the racing car that took him to his first victory. The car was a modified Austin Seven, which he used to win an event at Muriwai Beach.

The reference to the workshop is intended to connect the modern McLaren brand with its early engineering and racing roots.

Darker Visual Identity for McLaren

Alongside the new logo, McLaren is changing its corporate colour scheme. The company is moving towards darker colours, describing the new visual direction as having a more midnight-themed appearance.

Papaya Orange, traditionally associated with McLaren, will become more closely linked to its racing teams. However, the colour will continue to appear in selected applications across McLaren Automotive.

New Branding Precedes Wider McLaren Expansion

The new identity arrives shortly after McLaren announced plans to expand its UK operations with a second factory.

The company is also planning to develop its own engines and expand beyond its existing mid-engined sports cars with new front-engined models featuring two rows of seats, including an SUV.

The new logo therefore arrives alongside a broader shift in McLaren's product and manufacturing plans, as the company prepares to expand its portfolio beyond its traditional supercar formula.