F1 drivers not keen on new Formula 1 logo

Published on 27 Nov 2017 14:53

Top F1 drivers have reacted coolly to the unveiling of the sport's new logo. Although the full F1 rebranding won't be launched until the start of next season, the world got a peek at the new logo on the podium of the 2017 finale in Abu Dhabi. "We wanted to present it now in order to help our partners look into how they will use it," F1 commercial boss Sean Bratches is quoted by La Gazzetta dello Sport.

But Sebastian Vettel, referring to the iconic 'flying 1' logo that was introduced in the Bernie Ecclestone era in 1993, said: "I liked the old one better." Liberty Media's new F1 trademark is a stylised F and 1, similar to the red Espn logo.

"It feels like the new owners want to prove themselves by abandoning what was done before," Igor Yermilin, a Russian motor racing official, told Sportbox. "But the new logo is incomprehensible, uninteresting, cheap and primitive," he argued.

Abu Dhabi winner Valtteri Bottas added: "What was wrong with the old one?" And world champion Lewis Hamilton said: "I think the one we had already was iconic. Just imagine Ferrari or Mercedes changing their logos."

F1 commercial boss Sean Bratches explains: "Many people never realised that there was an invisible 1 between the F and the 1 in the old logo. The new logo is clearer. It was also difficult to embroider the impression of speed in the old logo on shirts, etc. In the digital era, big brands like Starbucks and Coca-Cola have simplified their logos for clarity, and that's the case for us as well."

As for the criticism, Bratches said: "Every time a brand is changed, and especially a brand that arouses so much passion, you have to expect these reactions. It's normal that people do not like change, but I think that's good because it shows that people care about the brand," he added.

FIA president Jean Todt said the sport's governing body approves of the new logo. "It's up to the rights holders to introduce a new logo if they want to," he said in Abu Dhabi. "People should be positive about change. The people at Liberty are very talented and have proven their qualities in other sports. I trust their judgement." (GMM)

Replies (7)
Posts: 533
"But the new logo is incomprehensible, uninteresting, cheap and primitive,"
With the exception of incomprehensible, I think this perfectly sums up the new logo.
I don't like it at all, and I feel like the old one had a touch of class.
That being said, if the new logos they trademarked recently, this one is probably the best. That is damning with faint praise, however.
Posts: 21
looks like Rr /
SE calle.itw 27 Nov 2017 20:400
Posts: 5895
It sorta does, and I agree that the 'a' is stupid. That aside, I dont mind it. Its pretty neutral looking, so no real harm done. Mind, it looks a bit generic.
US Rindtchamp 27 Nov 2017 16:12+1
Posts: 290
The new logo is ghastly and looks like it was done in 20 seconds with no thought whatsoever, also that font is abysmal and quite hard to read, especially the 'a'.

of all the things that need changing in F1, the logo wasn't one of them.
US mcbhargav 27 Nov 2017 20:110
Posts: 799
new logo looks dated. Hope they didn't try to emulate 'Stranger Things'.
US ajpennypacker 27 Nov 2017 22:59+1
Posts: 1508
People always overreact to branding transformations. No everyone is well equipped to adjust to change. For me, the logo is fine. I like the old logo, but there was very valid criticism that Sean Bratches described. Furthermore, I am very please to see them slowly distance themselves from Bernie's Formula 1 and try new things. I predict that Bernie will come out with sour-grapes criticizing the logo as well.
SE calle.itw 28 Nov 2017 06:350
Posts: 5895
More than likely, he has to show that he is still alive somehow. The only things bothering me about the logo is that the F sorta looks like an '2', and the a looks weird, other than that its fine. Neutral, but hardly something to yell about.

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