Formula 1 just hit a whole new level of absurd branding

Racing Bulls F1 team rebrand logo
(Image credit: Racing Bulls)

Remember the old rule that a brand name should be memorable and roll off the tongue? It seems that's truly been consigned to history for Formula 1 teams, with this year's season to feature two of the most ridiculously unaesthetic and impractical names yet.

First, Sauber announced that it would officially be named the Stake F1 Team Kick Sauber. And then came the former Minardi. Renamed Toro Rosso after its acquisition by Red Bull's Racing Bulls in 2009, it became AlphaTauri in 2020 in order to promote Red Bull's clothing line. Its pithy moniker for 2024 Formula 1 season? Visa Cash App RB Formula One Team (they should really read one of the best branding books).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.