McLaren Unveils a New Brand Identity as it Prepares to Launch New Models

• The company’s new wordmark logo is inspired by its early history.

• The iconic Speedmark is still a prominent part of McLaren’s identity.

• The British sports car maker is about to launch its first SUV.

As it prepares to enter new product categories with its first SUV and an upcoming four-seater grand-tourer, McLaren has revealed its new logo and brand identity.

The main change is the “wordmark” logo, the one where “McLaren” is spelled out in full.

This new wordmark uses a typeface inspired by the logo that could be found on Bruce McLaren’s parents’ gas station in Remuera, Auckland, New Zealand, back in the 1950s, where the brand’s founder created his first victorious race car.

This new logo stands out with its lowercase C, which is underlined, like on the family gas station and on Bruce McLaren’s first race cars.

Of course, the famous Speedmark, the rounded arrow shape that has been present on McLaren cars for years now, is still a key part of the brand’s new identity, helping bridge the gap between its heritage and its future products.

The first car to use the new logo is the P50, a prototype that previews the brand’s next sports car.

The P50 is far from alone in the pipeline, as McLaren prepares one of the most complete product offensives of its history, most notably thanks to its first SUV, which should arrive in 2028.

Few details about this upcoming model are known at the moment, but we expect McLaren to follow the successful formula used by Ferrari and Lamborghini with their Purosangue and Urus.

In addition, the company is working on a new grand touring model that should feature four seats, another first for McLaren.

To make these two models possible, the company will invest £500 million to expand its manufacturing footprint in the United Kingdom.

Despite the new brand identity, McLaren’s racing teams will keep using the Papaya colour scheme that has become synonymous with its return to success in Formula 1, along with an expanded colour palette.

The new logos and colours have already been introduced on the brand’s corporate websites, and they should start featuring on its production cars and race cars very soon.