Formula One's branding has been overhauled for the first time in over two decades, in a bid to widen the sport's fanbase.

Designed by Wieden+Kennedy, the new visual identity was unveiled at the 2017 Grand Prix season in Abu Dhabi on Sunday.

Composed of three red lines forming an F and a 1, the logo ? described by the team as "modern-retro" ? is designed to emulate the shape and movement of a racecar and the bends of a racetrack.

The updated emblem will replace its 23-year-old predecessor, originally created by design studio Carter Wong in 1994.

"The new mark aims to embody the core forces of Formula 1 racing: speed, attack, and control; while its sleek, sharp interlocking components celebrate the technical prowess of Formula 1 engineering teams," said Richard Turley, who headed up the team at Widen+Kennedy.
"Its aesthetic is aspirational and leans into the future, but extends naturally from a rich heritage of motorsport graphics."

Read more on Dezeen: https://www.dezeen.com/"p=1157963

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