Ferrari is red, but it is also blue
How Ferrari used design, fashion and colour coding to transform its brand storytelling.
© Scuderia Ferrari
It's becoming increasingly evident that Ferrari is embarking on new directions as a brand, moving beyond its automotive heritage. As one of the most renowned and prestigious brands globally, Ferrari enjoys numerous advantages, but also faces challenges. Since its establishment in 1939 by Enzo Ferrari, the brand has been synonymous with cars, speed, luxury, and the "Made in Italy" label, predominantly appealing to a male audience. This association has been pivotal in shaping the high brand image that people worldwide, especially in Italy.
Enzo Ferrari's statement, “Ask a child to draw a car, and certainly he will draw it red." along with Vettel's "Everybody is a Ferrari fan" underscores the enormity and strength of the Italian brand's perception. Ferrari is a cult. Redefining such a cult, or at least attempting to add new layers of modernity to its heritage, without altering the brand's core, but rather leveraging what it already possesses, is no easy task, particularly in Europe and Italy, where tampering with La Ferrari could be risky.
However, there is a more adaptable audience, one that appreciates the European touch and enjoys grandeur. Welcome to the USA. Welcome to Miami. (Spot the Will Smith song reference)
Ferrari has chosen to take advantage of a moment of little impact for its core audience to try to change the rules of the game, not just for the Scuderia, but for its entire brand portfolio, guided by fashion and colour coding. For the Miami Grand Prix, the Scuderia has decided to move away from the almost sacrosanct Ferrari red and embrace shades of blue. The amount of blue on the car is still unknown, but the choice is far from arbitrary. Let me explain.
New Title Partnership with HP
Let's pause the creative process for a moment, because, as has been observed on social media, a significant announcement has "casually" emerged in the midst of these communications. After two years without a title sponsor (Philip Morris' Mission Winnow sponsorship expires at the end of the 2021 season), HP has partnered with the Scuderia and will become part of the official team name: Scuderia Ferrari HP (I'm not a fan of title sponsors, as these names feel very artificial, but that's another topic)
This is possibly the second major deal Ferrari has signed this year, following the signing of Lewis Hamilton, who will join the team in 2025. This aligns with the company's overall goals of promoting sustainability and innovation, areas in which Hamilton will undoubtedly play a fundamental role. However, the partnership with HP goes beyond sponsorship, as the technology giant will provide the Scuderia with high-performance products and services, including adaptive PCs and devices, conferencing technology and printing capabilities, all aimed at improving on-track performance. According to Will Buxton, the deal is estimated to cover at least two-thirds (66%) of the annual budget cap.
© Scuderia Ferrari
Not and ordinary blue
Interestingly, the colour of the HP logo, that will be debuting in Miami, is blue. Coming back to the creative direction (and here you will see how this figure should be applied to all teams in the sport), Ferrari had the opportunity and the challenge to introduce this new partner smoothly and use it as a moment to increase brand awareness. And they got the point.
As mentioned above, Miami, being an US Grand Prix, is not very relevant to Ferrari's classic audience. However, it provides a platform in an American circus that allows for significant impact with low risk. Plus, with HP being an American company, it perfectly closes the circle.
So, now that we have the place and the audience, how can the brand communicate without losing its Italian character?
The answer lies in colour and fashion. The choice of blue was far from arbitrary. With Azzurro La Plata (the lighter shade), which Enzo Ferrari loved, and Azzurro Dino, a darker blue, which was once used on John Surtees' car in 1964 and became the color of the racing suit in the early 1970s, famous for Clay Regazzoni and Niki Lauda in their first season at Ferrari also part of the colour scheme of the North American racing teams (N.A.R.T.). Ferrari merges heritage and innovation, the old and the new, together.
"Ferrari is red, but it is also blue" says Flavio Manzoni. Colour and design play an important role here, and we can see this in the way it is communicated to us, the fans and drivers, by the people in the design office, led by Manzoni (Chief Design Officer) and Silvia Cavallaro, Head of Colour and Trim. A simple but effective choice of colours and a very concise design define this new chapter in all the areas in which the brand wishes to be present. Blue welcomes HP to the Scuderia and, as the predominant colour in the technology industry, aims to convey an innovative character, while mixing with the heritage of the two azzurros to maintain the essence of "Made in Italy". The blue will tint the drivers' suits, official merchandise and still to be discovered how much of the special livery.
© Scuderia Ferrari
The power of art direction, photography and social media
The Scuderia's social media communication effectively captures these aspects through a narrative in which Carlos and Charles are portrayed as one with the fanbase, gradually discovering the surprises that Miami has in store. They share our enthusiasm.
The photography and art direction chosen for these projects since the start of the season are among the best in motorsport social media. This is particularly noteworthy for a brand like Ferrari, which cannot experiment as freely as McLaren or Alpine because of its heavier historical legacy. The images seamlessly blend blue and red. Using a soft-focus technique, the images convey the speed and airflow of the cars, with the drivers often partially obscured to emphasise the concept. In Ferrari's narrative, nothing is more important than La Ferrari itself.
The fusion of these two colours evokes the effect of 3D glasses, a subtle nod to technology and a perfect way to communicate this transition.
In addition to their presence on the race track, Sainz and Leclerc are also important ambassadors for the Ferrari brand. Another remarkable initiative is the use of the same storytelling on the streets of Miami, with two personalised 296 GTS cars: Azzurro La Plata for Charles and Azzurro Dino for Carlos. This strategic move aims to increase the brand's visibility in the sports car market, particularly in America, with cities like Miami as key targets.
It also offered an excellent opportunity for Ray-Ban to promote its most technologically advanced product: the Meta sunglasses. The limited edition, which combines the iconic Wayfarer model with cutting-edge technology, is available in Azzurro blue. This collaboration is perfectly in line with the values that Ray-Ban wishes to convey as a partner.
© Scuderia Ferrari
Introducing the Miami Capsule Collection
Last but not least, fashion itself has not been left behind. Ferrari's style is moving into a new era, evolving from a pure fashion to a luxury fashion brand with a unique racing spirit in its outfits. We see Carlos and Charles increasingly becoming models, with Sainz recently appearing in the Italian edition of Sportweek and both appearing on the cover of Vogue Italy with Irina Shayk in the May issue. To come full circle, Rocco Iannone, Creative Director of Ferrari Style, has decided to create a capsule collection for Miami, inspired once again by the two Azzurros. The collection features vintage suits in aquamarine, white and grey (the colours of Miami), made from ultra-light materials that reflect the brand's commitment to research and innovation.
We'll have to wait until the final livery is revealed to see how much of that blue is in there, but what's clear is that as the Scuderia prepares to take on Miami, it is evident that the iconic Italian brand is not just embracing change, but leading the way into a new era of innovation, style and performance.
