Bruce McLaren
Founder
Articles & interviews2
- Former brand chief questions McLaren refresh direction
Former McLaren Global Head of Brand Tom Foulkes argues that the negative reaction to McLaren's new identity reflects more than dissatisfaction with its logo. He questions whether the refresh's conventional luxury aesthetic—centred on a revised garage-inspired wordmark, restrained typography and controlled art direction—can express the racing-led culture and enthusiast fandom that created McLaren's value.
- McLaren refreshes identity with garage-inspired wordmark
McLaren has refreshed its visual identity across McLaren Automotive and McLaren Racing with a new wordmark based on the hand-painted sign at Bruce McLaren's family service station in Remuera, Auckland. The update preserves the Speedmark, Papaya/McLaren Orange and Speedy Kiwi heritage motif while expanding the colour palette and connecting the marque's present ambitions to its origins.