Formula 1 ditches its negative space logo

The world's premier racing championship, Formula 1, unveiled its first rebrand for 23 years at the close of the Etihad Abu Dhabi Grand Prix on Sunday. Featuring a sleek red logo and three typefaces, the rebrand replaces the familiar Carter Wong studio negative space logo (above), which Formula 1 has been using since 1994.

The new identity (shown below) was created by a team at Wieden + Kennedy London led by Richard Turley. Formula 1's director of marketing, Ellie Norman, says that the refresh “speaks to the core of why people loved the sport in the first place."

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.