McLaren has unveiled an evolved brand identity designed to bring its Automotive and Racing businesses closer together, combining more than 60 years of heritage with a visual language aimed at the company’s next chapter.
At the centre of the new identity is a redesigned McLaren wordmark, inspired by the sign that once stood above the family service station in Remuera, Auckland. The location, owned by Bruce McLaren’s parents, was where the company’s founder built the car that secured his first racing victory.
The familiar Speedmark remains part of the identity, alongside the Speedy Kiwi, which pays tribute to Bruce McLaren’s New Zealand roots. Papaya also remains a defining colour, while McLaren is expanding its palette with shades inspired by important moments in the company’s history.
The new identity is intended to create a more unified expression across road cars, Formula 1, IndyCar and the company’s new World Endurance Championship programme. McLaren says it will also support greater personalisation, richer customer experiences and a stronger sense of community among owners and fans.
The timing reflects a major period of expansion for the company. In 2026, McLaren Racing celebrated its 1,000th Formula 1 Grand Prix and revealed its MCL-HY Hypercar, which will compete in the WEC and 24 Hours of Le Mans from 2027. McLaren Automotive has also announced a £500 million investment to expand its UK manufacturing and engineering capabilities, supporting future growth including its upcoming performance SUV.
The refreshed identity is already being introduced across McLaren’s racing and automotive operations, marking a new chapter for a brand increasingly expanding beyond its traditional supercar and Formula 1 roots.
