McLaren Brand Identity Evolves to Unite Heritage and Future
McLaren has revealed an evolved brand identity that unites the marque's past, present and future in a single, connected expression across McLaren Automotive and McLaren Racing.
The new McLaren brand identity draws on the vision and restless ambition of founder Bruce McLaren. It also reflects the wider world McLaren is building for its clients, colleagues, fans and global community.
For more than 60 years, one belief has defined McLaren: there is always a way to go further. That founding philosophy has shaped every era of the brand, from racing breakthroughs to the road car innovation that began with the McLaren F1. The evolved identity carries the same spirit forward. It gives McLaren a clearer, more unified expression as the brand continues to grow its community, its experiences and its level of personalisation.
David Woodhouse, Chief Creative Officer at McLaren Automotive, described McLaren as something uniquely special. He explained that the company has never been content to follow established paths and has always looked ahead, driven by a restless desire to innovate, create and push beyond expectations. In his view, the evolution of the visual identity captures that spirit and reflects the journey the company is on. He added that it marks the beginning of a new chapter for McLaren, giving physical expression to the ambition, creativity and forward momentum shaping its future.
Lou McEwen, Chief Marketing Officer at McLaren Racing, noted that McLaren has evolved enormously over the years. Looking back through the shared history of Racing and Automotive, she found it poignant how much of Bruce's original vision and spirit still runs through the business today. She said the evolved identity bridges that proud heritage with the company's future ambition. It celebrates the symbols and stories that fans, partners and teammates already know and love, while giving McLaren a more connected expression of where it is heading next. In her words, it feels unmistakably McLaren.
McLaren designed the evolved identity to support a broader expression of ownership and fandom. It reaches beyond exceptional products and success on track to embrace deeper personalisation, richer experiences and an even stronger sense of community.
To begin, the McLaren Racing and Automotive teams explored their shared archives. They studied the symbols, stories and design details that have defined McLaren, from Bruce's earliest years in New Zealand to the global brand it is today.
A new McLaren wordmark sits at the heart of the identity. The sign above the family service station in Remuera, Auckland, inspired its design. Bruce's parents, Les and Ruth McLaren, owned the station, and it was there that Bruce built the car that carried him to his first racing victory. By recrafting that lettering for today, McLaren reconnects with its origins and gains a confident visual language for the future.
The Speedmark, one of McLaren's most recognisable symbols, remains central to the brand. Its continued presence reflects the value of continuity and the enduring significance it holds for fans around the world. Papaya also remains a defining element, and an expanded colour palette inspired by pivotal moments in McLaren's history now joins it. The identity keeps the Speedy Kiwi too, honouring Bruce McLaren's New Zealand roots and its longstanding place in the company's story.
The reveal follows a series of storytelling moments throughout 2026 that have shone a light on McLaren's origins and the ideas that continue to shape its future. These include a renewed focus on Bruce McLaren's story, from celebrating the M6GT as the earliest expression of his road car vision to revealing the McL 6GT as a contemporary signal of McLaren's design and performance ambition.
McLaren Racing has continued the same narrative as part of its papaya era. The team has celebrated two defining milestones: racing in its 1000th Grand Prix in F1, and announcing its Hypercar challenger in WEC, which puts the team in the hunt for the Triple Crown.
McLaren Automotive recently confirmed plans to expand its UK manufacturing and engineering footprint through a £500m investment programme. The investment will support the next phase of the company's long-term growth, including a move beyond two-seater sports cars with an upcoming SUV.
Together, these milestones reflect a wider effort to reconnect with the values, spirit and pioneering mindset that have defined McLaren from the very beginning.
