McLaren Automotive and McLaren Racing are going old-school for their newest expressions of brand identity.

The company revealed an all-new wordmark and speedmark, which are an evolution of the McLaren’s identity. They represent the brand’s past, present and future, the company said.

Wordmark inspired by McLarens’ old service station

The new wordmark is inspired by the sign above the McLaren family’s old service station in Remuera, Auckland, in New Zealand.

The gas station was owned by company founder Bruce McLaren’s parents Les and Ruth McLaren. The service station is where Bruce built the car that brought him to his first racing victory.

The automaker said the new wordmark reconnects McLaren with its origins, while also providing the brand with a confident visual language for the future.

Speedmark remains at heart of brand

The speedmark remains at the heart of the brand, the company said.

The evolved logo is said to reflect the value of continuity and the brand’s enduring significance to fans around the world.

“There is something uniquely special about McLaren. Throughout our history, we’ve never been content to follow established paths. 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,” said David Woodhouse, chief creative officer at McLaren Automotive, in a news release.

“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 of McLaren Racing, in the release.

“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.”

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