McLaren refreshes logo with inspiration from founder's family service station

McLaren has unveiled a new brand identity unifying its supercar and motorsport operations under a single visual system. The company refreshed its logo and color palette while retaining the papaya color and Speedmark — symbols that have defined the brand for more than 60 years.

McLaren announced Wednesday that the new brand identity will apply across both its automotive and racing divisions.

The most significant change is a new wordmark inspired by the signage of a service station in Remuera, Auckland, New Zealand, run by Les and Ruth McLaren, the parents of founder Bruce McLaren. The garage was also where Bruce McLaren built the car that won his first race, making the new wordmark a modern reinterpretation of the design used at the very place where the company's story began.

Much of McLaren's existing visual identity has been preserved. The Speedmark, which evokes speed; the signature papaya color; and the Speedy Kiwi — a nod to the New Zealand roots of the founder — all carry over into the new brand system.

David Woodhouse, chief creative officer of McLaren Automotive, said the company has never been content to follow a pre-set path. "We have always looked forward, driven by the desire to innovate, to create and to exceed expectations," he said.

The rebrand comes as McLaren expands its business. The company recently announced a 500 million pound ($655 million) investment plan to strengthen its manufacturing and engineering capabilities in the United Kingdom, and intends to broaden its product lineup beyond its traditional two-seat sports cars to include a performance SUV.

On the motorsport side, McLaren is preparing to enter the FIA World Endurance Championship in 2027. This month, reigning Formula 1 world champion Lando Norris took part in development testing of the next-generation hypercar MCL-HY in Portugal, completing 38 laps. The MCL-HY is set to compete in the WEC, including the 24 Hours of Le Mans, next year.