The new owner of the Formula One, Liberty Media is trying to give a complete makeover to the top tier of the circuit racing and has unveiled the new logo for the 2018 season.
The iconic F1 logo has been replaced after 23 years, and the new logo was revealed after the podium ceremony of the Abu Dhabi GP at the Yas Marina racetrack.
Formula One commercial Chief, Sean Bratches said that the decision of changing the F1 logo was made because the old design was not suitable for the modern digital platform and merchandise. He also said that the sport has to follow other global brands such as Coca-Cola which has simplified its brand for the digital era.
The new logo will be followed by a completely revamped season which will commence in 2018. The decision to change the F1 logo was backed by FIA as well. Formula One Marketing Head, Ellie Norman said that the logo is based on two cars going around a racetrack and battling for victory.
The new Formula One logo is inspired by the low-profile shape of the modern cars and has been designed to offer more flexibility and versatility as opposed to the current version of the logo.
The old Formula One logo was iconic due to its classic design which cleverly concealed the ‘1' in the middle. But Liberty Media states that the 1 was hidden in the old logo and also the new design is easy to replicate digitally and on the merchandise as well.
F1 Commercial Chief, Sean Bratches said, "We hold in high regard the incumbent mark. 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."
Liberty Media will relaunch the brand at the 2018 Australian Grand Prix which is scheduled to take place on March 25, 2018. The rebranding will also include an entirely new graphics package for television.
Formula One has finally replaced the iconic F1 logo to a new modern design which is said to be the beginning of the new era of the sport. The new logo is modern and suits the digital age which was the main reason behind the new logo. What do you think about the new logo? Love it or hate it?