@esdotge

McLaren unveiled its new identity today. And it didn’t look to the future. It looked to a sign at a garage in Remuera, New Zealand. The new wordmark is inspired by the signs that hung above Bruce McLaren’s parents’ gas station—the place where Bruce built the car that earned him his first victory. The speedmark stays. The papaya stays. The Heritage Shield and the Speedy Kiwi are back. What’s changing is the system: a single visual identity for both McLaren Automotive and McLaren Racing. This isn’t a radical rebrand. It’s a rebrand rooted in the archives. The goal isn’t to invent something new. It’s to return to what was already true and tell that story with ambition. Brands with a history don’t need to erase the past to move forward. They need to reinterpret it. The identity will also be applied to the racing divisions. The question: Will we see it this weekend in Baku? *ARCHIVE

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