Formula 1 new logo. How good is it?
New logos, revamps, restyles and the likes always cause a stir among communities. Fans, non-fans, Designers, everyone has a say. It (almost) can’t be any other way. Formula 1 has rebranded 30 years after Carter Wong first designed one of the cleverest uses of negative space and created the face of a generation of speed, emotion and yes, danger.
The new logo designed by W+K London is extremely smart, economic and direct. It has a big upside in what production costs are concerned, the color couldn’t possible be better adjusted, it’s definitely a passion based brand, you can’t get any better than red for passion / dangerous / action based. The lines are easily identifiable when one understands they refer to a track, like portions of the track, that is a clever look at it. It relays speed in a very streamlined way. Richard Turley, executive creative director of content and design, led the project for the London based .
“Creatively, the challenge was to reposition Formula 1 as a forward-facing entertainment brand, which works across a multitude of channels,” he said.
“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.
“Its aesthetic is aspirational and leans into the future, but extends naturally from a rich heritage of motorsport graphics.”
However, not everything is sunshine and flowers for the new mark. Here’s my 2 cents on this new era of the competition.
Downside: It’s a bit of a jump from the previous version, there’s no continuity, perhaps it’s too much of a disconnection — usually there’s a period of transition where all of us who are used to seeing one visual representative of a brand feel very disturbed to see it has changed. This is normal, it has happened repeatedly for the bigger brands such as Google, Facebook, Yahoo in their recent rebrands. The internet seemed to have a seizure over the slight changes, which were, much less pronounced than this one. But after a couple of months, the noise is gone and the dust starts to settle.
I’m pretty sure there will be A LOT of money to compensate for the lack of reminiscence / continuity and massively invest in media advertisement to expose you, me and everyone on the planet to the new face of the brand. I’m curious to see a vertical application, such as the flags alongside the tracks. Is the logo going to rotate and that’s it? Because if it doesn’t, it becomes too small. If it’s rotated, it becomes non readable.
As with everything in branding, consistency is key. A closer look at the predicted applications of the logo are promptly showing some deviations in that regard, which from my perspective, don’t help the brand. But, this could “masked” with the consistent use of the 2 versions I’ve found thus far. There seems to be an elongation of the shape on the 3D rendered version, when compared to the flat one.
Also, on the scale side of things, it scales up no doubt. However, it doesn’t scale down too well, depending on which version is used for certain materials. The space between the characters and within the “F” itself, is not enough to be distinguishable in smaller sizes. I’m thinking embroidered merchandising, just off the top of my head. I’m thinking smaller sizes than 2cm prints width or 80px (true, this can be mitigated via the brand identity manual), but looking at all the applications within merchandising (bracelets with embossed logo / metal keychain, etc). I think the lack of a little more space can become a problem, even in the shorter version of the logo, where the white space is enlarged. The merchandising early applications show situations where this issue is not exacerbated, but I’m looking forward to seeing those first harder materials reflect consistency. Or not.
On the typography, I see the nostalgic connection with the past. Only in this instance, I feel like it’s a bit outdated and would’ve made a more modern and easy to read approach to setting type. I don’t find it particularly practical in reading visual heavy screens with plenty of different sorts of information, to be conveyed by these weights of the typeface.
Back to the headline of this post. The logo. I think it’s good. But it’s watching the continued application over the next few years, that will tell how good it really is.
What is your opinion? What do you think of the new logo? How well does it reflect the brands values and its connection to the past? Feel free to comment below and if you want to connect further, jump on Facebook and Like us.
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