McLaren reveals evolved brand identity across Automotive and Racing
McLaren has unveiled an evolved brand identity that ties its Automotive and Racing operations into one connected expression, anchored by a new wordmark and its founder's original vision.
- £500m
- More than 60
- 1000th GP
What Happened
McLaren today revealed an evolved brand identity that brings together the marque's past, present and future in one connected expression across McLaren Automotive and McLaren Racing. The company says the 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. 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. For more than 60 years, McLaren says, it has been defined by the belief that there is always a way to go further, from racing breakthroughs to road car innovation that began with the McLaren F1.
- 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, where Bruce built the car that would take him to his first racing victory
- The Speedmark, one of McLaren's most recognisable symbols, remains at the heart of the brand
- Papaya remains a defining element, now joined by an expanded colour palette inspired by pivotal moments in McLaren's history
- The Speedy Kiwi is retained, honouring Bruce McLaren's New Zealand roots and its longstanding place in McLaren's history
“There is something uniquely special about McLaren. 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, 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.”
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 the McL 6GT as a contemporary signal of McLaren's design and performance ambition
McLaren Racing competes in its 1000th Grand Prix in Formula 1 as part of its papaya era
McLaren Racing announces its Hypercar challenger in the WEC, putting the team in the hunt for the Triple Crown
McLaren Automotive confirms plans to expand its UK manufacturing and engineering footprint through a £500m investment programme, supporting growth beyond two-seater sports cars with an upcoming SUV
£500m
McLaren Automotive's plan to expand its UK manufacturing and engineering footprint, supporting the next phase of long-term growth including an upcoming SUV
Previously from McLaren Automotive Ltd.
McLaren Automotive confirmed on 16 September 2026 that it will invest £500m in its UK manufacturing and engineering footprint, adding a new assembly plant, in-house engines and its first performance SUV. In August 2026 the company appointed David Woodhouse as Chief Creative Officer, giving him charge of a unified creative vision across the brand. Also that month, McLaren unveiled the McL 6GT concept at Monterey Car Week, a lightweight carbon-fibre V8 with the brand's first manual transmission since the 1992 F1, leading to a 2028 production model.
- McLaren to invest £500m in UK manufacturing, adding 1,000 jobs and a performance SUV
- McLaren Automotive Appoints David Woodhouse as Chief Creative Officer
- McLaren McL 6GT concept revives Bruce McLaren's M6GT dream with manual V8; production due 2028
Background drawn from MotorClaw's earlier coverage of McLaren Automotive Ltd.'s official releases.
Why this matters
The identity covers everything customers, fans, partners and colleagues see across McLaren's road-car business and its Formula 1 team. McLaren says the evolved look is designed to support deeper personalisation, richer experiences and a stronger sense of community as it continues to grow.
Terms in This Story
- Wordmark
- A brand's name rendered as a distinctive, stylised design rather than plain text.
- Speedmark
- A brand symbol or emblem that represents the company through a graphic mark rather than its name.
- Papaya
- A distinctive orange colour long used in McLaren's racing identity.
Summarised from the linked release; details can be imperfect — always verify against the original source.