McLaren Reveals Heritage-Inspired New Logo Ahead of Its SUV Debut

British automaker McLaren has revealed a new brand identity which will be used for both road cars and motorsports. The updated identity introduces a new McLaren wordmark and a bespoke typeface, while retaining key elements including the Speedmark, Speedy Kiwi and Papaya colour. The new branding comes as McLaren prepares to expand its road car portfolio beyond its current two-seat sports car range. The company is also planning to increase its UK manufacturing capacity and is working on new models, including an SUV.

At the centre of the updated identity is a new McLaren wordmark inspired by the signage of a former service station in Remuera, Auckland, New Zealand.

The service station was owned by the parents of McLaren founder Bruce McLaren. A workshop at the location was used by Bruce McLaren during his teenage years, where he worked on cars and developed his interest in engineering and motorsport.

The new design used by McLaren takes cues from the original signage, bridging the connection between the company’s early and present identity.

The company has also introduced a new bespoke typeface called McLaren Sans, which will be used across its communications and other brand applications.

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McLaren's Speedmark, which has been part of the company's identity since 1997, continues with the new branding. However, the updated identity gives the wordmark a more prominent role. The Speedy Kiwi has also been retained. The element represents Bruce McLaren's New Zealand heritage and remains part of the company's visual identity. Papaya continues to be associated with McLaren, particularly its racing activities. The company has also revised its wider colour palette, with darker tones forming part of the new visual direction.

The McL 6GT is the first McLaren model to feature the new wordmark. The model was unveiled at Monterey Car Week in California last month. The McLaren name is spelt out across the rear of the vehicle. Future production models are also expected to adopt the new branding. The updated identity will not be limited to vehicles. McLaren will use it across showrooms, merchandise, digital platforms and its motorsport programmes. This includes the company's Formula 1, IndyCar and World Endurance Championship operations.

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The new identity comes shortly after McLaren announced plans to expand its UK operations with a second manufacturing facility. The company is also preparing to develop its own engines as part of its future product and engineering strategy. McLaren currently focuses primarily on two-seat sports cars and supercars. However, its upcoming product strategy includes front-engine models with two rows of seats. An SUV is also part of McLaren's planned expansion, marking a move into a segment outside the company's traditional sports car portfolio. The new brand identity is intended to provide a common visual language for McLaren Automotive and McLaren Racing as the company enters this next phase of expansion.