Formula 1

Formula 1:
From Iconic to Audacious.

Formula 1 is more than sport, it’s a global phenomenon. Like putting on the Super Bowl every two weeks, each race is a high-stakes spectacle of speed, drama, and human ingenuity. We evolved the brand to meet that scale: bold, emotional, immersive. A global system built for a new era of entertainment where engineering meets theatre, and every detail moves at 300km/h.

75 years at the pinnacle of motorsport.

2025 marks F1’s 75th anniversary, a moment to evolve the brand for a new era. We introduced anniversary numerals and expanded the identity to go beyond precision and control. From iconic to audacious. From technical to human. The goal: bring warmth, emotion, and cultural depth to a global brand built for scale.  Working with the original system by W&K, we broadened the visual language to capture the thrill from pit lane to podium. expressive, immersive, and made to connect at every level.

The Racing Line Connecting Every Corner of F1.

At the heart of the identity is the Racing Line, born from the F1 logo itself and reimagined as a symbol of instinct, speed, and glory. It’s the fastest path through the circuit, now the thread that connects the entire brand experience. From drivers to fans, circuits to stories, it brings energy, tension, and forward momentum to every touchpoint. visually powerful and emotionally charged everywhere.

Shaped by Speed. Driven by Emotion.

The motion system is built on the principles of inertia, energy, and speed bringing the brand to life through patterns, typography, tickers, and graphic signatures. It’s nuanced and expressive from sleek precision to raw, human moments. Controlled one second, audacious the next. Every movement is designed to feel real, altered, and alive capturing the visceral experience of F1 in motion.

Built for the Spectacle.

F1 isn’t background noise. It’s a lifestyle, a cultural event, a moment of obsession. The brand system flexes across live broadcasts, social feeds, fashion, and fandom. always moving, always distinct, and always ready to meet fans on their terms. That energy came to life at the O2, where all 20 drivers and 10 teams were revealed in a first-of-its-kind event, witnessed by over 16,000 fans.

Warmth in the Detail. Power in the System.

The new identity fuses technical precision with human energy. Engineered, expressive typography is paired with a custom script typeface that brings human warmth and texture. The colour palette shifts from grit to glamour, while new patterns—drawn from DRS, circuit layouts, and the chequered flag—add depth, cohesion, and motion. Designed to move across every scale, from LED screens in Singapore to seatbacks in Silverstone, the system connects track and fan like never before. Immersive, emotional, and built to perform.

From the Track to the World.

F1 lives everywhere, on track and online, in garages and grandstands. But the real challenge was taking that spirit and energy from the circuit to the world. From the hundreds of thousands of fans at the track to the millions watching across the globe, the identity had to scale without losing its soul. Built to flex across broadcast, merchandise, venues, and digital, it powers everything from high-octane intros to the most exciting moments in the paddock, pit-lane, and beyond.

A Brand Ready to Win Its Era.

This is Formula 1 reimagined. faster, sharper, AND more connected. A brand that unites without becoming uniform. That moves from elitist to inclusive, spectacle to substance. It marks a bold step into the 2025 season and sets the tone for the next 75 years, where drama meets spectacle meets human story. Seen by millions across iconic circuits, from the streets of Monaco to the lights of Vegas. From track to world. A brand built for scale, speed, and unforgettable moments.

For Every Fan, Everywhere

The sport has opened up from the pit lane to prime time. It’s now for diehards, lifestyle fans, new audiences, and the next generation. From local races to global screens, the brand had to serve drivers, teams, partners, and fans with one voice, in every language of culture.

Formula 1 is speed, strategy, and spectacle. But as its audience expands, the brand must do more than represent a sport: it must capture an era. A bold evolution begins.