McLaren unveils unified brand identity across Racing and Automotive
McLaren has introduced a new brand identity spanning McLaren Automotive and McLaren Racing, bringing the marque’s past, present and future together under a unified visual identity.
The new brand identity draws on founder Bruce McLaren’s vision and ambition while reflecting McLaren’s wider activities and its relationship with customers, employees, fans and the global community, the auto maker said.
McLaren said its approach has been shaped for more than 60 years by a focus on pushing the boundaries of motorsport and road car development, from racing innovations to the McLaren F1. The updated identity is intended to build on this heritage with a more unified expression across the brand as McLaren expands its product portfolio, experiences and customer engagement.
“There is something uniquely special about McLaren. Throughout our history, we’ve never been content to follow established paths,” said David Woodhouse, chief creative officer, McLaren Automotive. “We’ve always looked ahead, driven by a restless desire to innovate, create and push beyond expectations. This evolution of our visual identity captures that spirit. It’s a reflection of the journey we are on as a company. It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future.”
“McLaren has evolved enormously over the years, but looking back through our shared history across Racing and Automotive, it’s poignant how much of Bruce’s original vision and spirit still runs through the business today,” said Lou McEwen, chief marketing officer, McLaren Racing. “This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and team mates already know and love, while giving us a more connected expression of where we’re heading next. It feels unmistakably McLaren.”
The updated identity is intended to broaden the McLaren ownership and fan experience beyond its products and motorsport activities, with a focus on personalisation, experiences and community.
McLaren Racing and Automotive teams drew on their shared archives to identify symbols, stories and design details spanning the company’s history, from Bruce McLaren’s early years in New Zealand to the marque’s current global presence.
At the center of the updated identity is a new McLaren wordmark inspired by the sign above the McLaren family’s service station in Remuera, Auckland. Owned by Bruce McLaren’s parents, Les and Ruth, the service station was where Bruce built the car that took him to his first racing victory. The new wordmark draws on this history while providing an updated visual identity for the brand.
The Speedmark, one of McLaren’s recognisable symbols, remains central to the brand, reflecting its continued significance to fans, the company said. Papaya also remains a defining color, joined by an expanded palette inspired by moments in McLaren’s history. The identity also retains the ‘Speedy Kiwi’, reflecting Bruce McLaren’s New Zealand roots and its place in the marque’s history.
The reveal follows a series of initiatives throughout 2026 highlighting McLaren’s origins and its approach to future development. These have included a renewed focus on Bruce McLaren’s story, from the M6GT as an early expression of his road-car vision to the McL 6GT as a contemporary example of McLaren’s design and performance direction.
Across McLaren Racing, this focus on the marque’s heritage has continued through its papaya era, with the team marking two milestones: its 1000th Formula 1 Grand Prix and the announcement of its Hypercar program for the FIA World Endurance Championship (WEC), which will see McLaren pursue the Triple Crown.
McLaren Automotive has also confirmed plans to expand its UK manufacturing and engineering operations through a £500m (US$665m) investment program. The investment will support the company’s future development, including its expansion beyond two-seat sports cars with a planned SUV.
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