Revamping Formula 1: A Journey of Branding, Fan Engagement, and Unleashed Potential
Unveiling the Thrilling Transformation of Formula 1’s Identity and Fan Experience
Photo: Wieden + Kennedy ©
Let’s dive into two of my absolute passions: branding and Formula 1.
My journey in the world of design kick-started with an internship at Costa, where I spent four months working on various projects. During that time, I was exposed to the agency’s philosophy of “you don’t need a logo, you need to be recognizable.” It emphasized the importance of building an identity that enables people to recognize you rather than merely differentiating yourself.
In 2017, Formula 1 was experiencing a decline in popularity, even losing some of its most devoted fans. However, everything changed when Liberty Media stepped in. They took over the ownership of the company and saw an opportunity to rebuild from scratch — and they seized it.
The defining aspect of this new era was that Liberty Media no longer viewed Formula 1 solely as a sport; they saw it as a media company. Choosing Chase Carey as their leader was one of their most brilliant moves. Having previously led media giants like Fox and 21st Century Fox, Carey brought Formula 1 into the realms of marketing, promotion, sponsorship, and digital — an uncharted territory for the sport.
But their most significant achievement was the complete reconstruction of the brand.
Formula 1 — Unleashed
Wieden + Kennedy, the agency entrusted with this task, embarked on an incredible journey. Contrary to popular belief, they didn’t immediately dive into creating logos and identities. Instead, they focused on identifying what had been missing from Formula 1 for years: a genuine connection with the fans.
They asked themselves, “What do the fans truly think? What are they yearning for?”
To answer these questions, the agency partnered with Flamingo to conduct research, which unveiled that fans were longing for the “human” side of the sport. They felt that the more technical and “engineering” aspects of Formula 1 had overshadowed the human stories behind the drivers.
“The entire strategy stemmed from this fan-focused exploration. It served as our starting point, shaping the brief for the identity.” — Richard Turley, Project Leader
While Formula 1 had a logo, it lacked a true identity.
Richard Turley, the project lead at W+K, spearheaded the creation of a new logo that replaced the ‘F1’ mark originally designed by studio Carter Wong in 1994.
Before and after of the new Rebranding
“The driving force behind this redesign was to make it more fan-focused, recognizing that fans are the heart, soul, and future of the sport.” — Richard Turley
The result was a fresh and captivating identity built around the sport’s core values: forward-facing, surprising, and dynamic. The logo was crafted using basic geometrical shapes, forming the F and 1, evoking race tracks and the speed of the cars.
What stands out for me is that the logo was developed in harmony with the overall new identity and direction the business wanted to pursue. It wasn’t designed as a standalone element, but as part of a flexible identity that accommodated one of the most vital aspects of the sport — sponsors. Formula 1 thrives on sponsorships, so the identity had to be recognizable without overwhelming graphical elements, allowing the visual identities of third-party sponsors to shine through.
To complement the new logo, custom typefaces were created by Marc Rouault. The headline font, F1 Regular, was accompanied by two display faces, F1 Turbo and F1 Torque, featuring a graphic retro line that paid homage to motorsports.
Photo Marc Rouault ©
As mentioned, a crucial aspect of the transformation was the digital identity and the introduction of innovative avenues for fans to engage with Formula 1. However, the essence of the experience resides in offline events and the tangible connection fans establish through official merchandise and printed media. The offline facet of the identity holds significance as it serves as a cherished memory, something fans desire to preserve and cherish.
“People collect these items. Take the lanyard, for example. You hang it on your door — a keepsake that holds sentimental value.” — Richard Turley
With all the elements in place, there was one final piece of the puzzle: an unforgettable presentation. And here’s where the power of a remarkable event comes into play.
What better moment to unveil a new “era” than during the last race of the 2017 season in Abu Dhabi, where everyone believed it would mark the end, but in reality, it was just the beginning.
