McLaren unveils new wordmark in evolved brand identity

McLaren unveiled an evolved global brand identity on September 22, 2026, introducing a new wordmark while retaining the Speedmark, Papaya colour and Speedy Kiwi as it brings its Automotive and Racing businesses under one connected visual system. The most visible change is the redesigned McLaren wordmark, which the company says is inspired by the sign above the McLaren family service station in Remuera, Auckland. The station was owned by Bruce McLaren's parents, Les and Ruth McLaren, and is where the founder developed his early interest in engineering and built the car that took him to his first racing victory. The wordmark uses a bespoke typeface called McLaren Sans, with an underlined lowercase c and otherwise uppercase letters, and will roll out across cars, merchandise, branding and digital channels. The expanded colour palette includes Papaya alongside Ember, Midnight blue, Black, Anthracite, Colnbrook silver and Mist white, which the company says were sourced from a photo of Bruce McLaren on his single-seater. Several familiar elements remain. The Speedmark, used since 1997 and inspired by the vortices generated by a car's rear wing, stays a core part of the identity.