Formula 1 chiefs have unveiled the new logo, which will replace the icon that stayed F1’s identification for 23 years.
The new logo was presented to the public soon after the podium ceremony of the season-ending Abu Dhabi Grand Prix.
F1 commercial chief Sean Bratches said that the race owners Liberty Media has decided to change the logo as the old design was not up to date for modern digital platforms and merchandise.
F1 has also taken to social media to announce one of the most visible changes in sport’s history.
After an amazing season – a new #F1 era awaits
— Formula 1 (@F1) November 26, 2017
However, the change of logo has also sparked a debate. F1 World Champion Lewis Hamilton and Sebastian Vettel are reportedly not happy with the Liberty Media decision. “The one we had was an iconic logo,” the world champion said. “Just imagine if Mercedes or Ferrari changed their logo. I don’t think the new one is as iconic, but maybe it will grow on us.”
Vettel, too, expressed similar reservations and admitted: “I liked the old one better”.
The new logo replaces the red and black ‘flying’ design, adopted since 1987. This will be one of the most visible changes since Liberty Media became the commercial rights holders of the sport a year ago.
Insidesport has earlier reported that the Liberty Media had applied for a trademark and IP registration of the new F1 logo.
“What we wanted to do was provide a fresh energy to the sport and I think we have a lot of plans for the future, a lot of things we want to do and we thought the logo was a good way to emphasise the excitement, fresh energy and a new day to take the sport to a new place,” F1 chairman Chase Carey had told Sky Sports.
“That’s respecting what the sport has been. We’re not looking to change the sport, we’re looking to provide a fresh innovation and energy to a great sport that we can enhance in a number of ways.”
F1 commercial chief Sean Bratches said that the decision to change the logo had come about because the old design was not useful for modern digital platforms – nor merchandise.
Although the old F1 logo became iconic because of the hidden ‘1’ that featured in the middle, Bratches said that it was actually too subtle for many people.
“We hold in high regard the incumbent mark,” he said. “It served F1 extremely well over the past 23 years, but in terms of where we are taking the business and our vision for the business, it is the negative space in the ‘1’ doesn’t come through candidly in digital.
“If I were to have a poll of the number of people I’ve met and discussed the mark since I have gotten here, many of them have gone years and years without understanding the invisible space between the left and the right is actually a ‘1’. “So we wanted to keep it simple and clear. That is important for the digital space.”
The new logo will take center stage at a full brand relaunch for F1 that will take place ahead of the 2018 season-opening Australian Grand Prix.