McLaren has revealed an evolved brand identity that brings together its past, present and future.

The new brand identity is rooted in the vision and restless ambition of founder Bruce McLaren, while reflecting the broader world McLaren is building for its clients, colleagues, fans and global community.

For more than 60 years, McLaren has been defined by the belief that there is always a way to go further. From racing breakthroughs to road car innovation that started with the McLaren F1, that founding philosophy has shaped every era of the brand. The evolved identity carries that same spirit forward, creating a clearer and more unified expression of McLaren as it continues to grow its community, experiences and level of personalisation.

"There is something uniquely special about McLaren," said David Woodhouse, Chief Creative Officer, McLaren Automotive. "Throughout our history, we've never been content to follow established paths.

"We've always looked ahead, driven by a restless desire to innovate, create and push beyond expectations. This evolution of our visual identity captures that spirit. It's a reflection of the journey we are on as a company. It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future."

"McLaren has evolved enormously over the years," added Lou McEwen, Chief Marketing Officer, McLaren Racing, "but looking back through our shared history across Racing and Automotive, it's poignant how much of Bruce's original vision and spirit still runs through the business today.

"This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and team mates already know and love, while giving us a more connected expression of where we're heading next. It feels unmistakably McLaren."

The evolved identity is designed to support a wider expression of McLaren ownership and fandom, one that extends beyond exceptional products and success on track to include deeper personalisation, richer experiences and an even stronger sense of community.

McLaren Racing and Automotive teams started by drawing on their shared archives to explore the symbols, stories and design details that have defined McLaren from Bruce's earliest years in New Zealand to the global brand of today.

At the heart of the identity is a new McLaren wordmark, inspired by the sign above the family Service Station in Remuera, Auckland. Owned by Bruce's parents, Les and Ruth McLaren, it was where Bruce built the car that would take him to his first racing victory. Recrafting that identity for today, it reconnects McLaren with its origins while giving the brand a confident visual language for the future.

The Speedmark, one of McLaren's most recognisable symbols, remains at the heart of the brand. Its continued presence reflects the value of continuity and its enduring significance to fans around the world. Papaya also remains a defining element, now joined by an expanded colour palette inspired by pivotal moments in McLaren's history. The identity also retains the Speedy Kiwi, honouring Bruce McLaren's New Zealand roots and its longstanding place in McLaren's history.

The reveal follows a series of storytelling moments throughout 2026 that have amplified McLaren's origins and the ideas that continue to shape its future. These include a renewed focus on Bruce McLaren's story, from the celebration of the M6GT as the earliest expression of his road car vision, to the reveal of McL 6GT as a contemporary signal of McLaren's design and performance ambition.

Across McLaren Racing, that same narrative has continued as part of McLaren's papaya era, with the team celebrating two defining milestones; racing in its 1000th GP in F1 and announcing its Hypercar challenger in WEC putting 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, supporting the next phase of its long-term growth including expanding beyond two-seater sports cars with an upcoming SUV.

Together, these milestones reflect a broader effort to connect with the values, spirit and pioneering mindset that have defined McLaren from the very beginning.

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READERS COMMENTS

1. Posted by Editor, 23/09/2026 18:42

"@ Montague

It is a press release from McLaren.

Not edited, as it is a press release, from McLaren.

Is that a problem?"

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2. Posted by Montague, 23/09/2026 18:38

"This reads like a copied press release from McLaren"

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3. Posted by Hobgoblin, 23/09/2026 11:45

"someone got paid for that?

and someone paid for it??!"

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4. Posted by Burton, 23/09/2026 10:07

"Mçlaren?"

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5. Posted by Max Noble, 23/09/2026 1:21

"As flat bland easy to print logos go… it is actually neat and appealing. The next move will be to increase “limited edition” merch with colours and textures at 5* the current price. See everyone is a winner! ;-)"

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6. Posted by Superbird70, 23/09/2026 0:24

"@Celtic Tiger- To be fair the original McLaren gas station (petrol station) sign looks like the redesign. Still a cash grab in the name of nostalgia, DNA ,heritage etc.

Next they'll be designing cars with no rear windows. Sorry Jaguar."

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7. Posted by Celtic Tiger, 22/09/2026 23:20

"Ugh, I'm getting "GAP" vibes from this. Such a shame, I liked the old orange McLaren swoosh. One look at this new logo and I know that this is a penny pinching maneuver dressed up as something else entirely. I've heard this talk of and seen the proof of it around the mass rebranding of a lot of American football team logos from intricate designs to the flat, minimalist, simplified color designs they have now. It boils down to the cheaper cost of producing merchandise like hats, tees, scarves, badges, jackets etc. A simpler generic logo cost them far less in labor and material cost than the older logos. That's all this is. Their corporate verbal gymnastics in this article lend credence to the adage: where there are farts, sh*t follows."

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8. Posted by Superbird70, 22/09/2026 19:10

"Damn, all my merch is out of date now. What will I do?"

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