Brand3
Building better brands with community participation. We want to publicly rethink brand building in the Farcaster Landscape.
@esdotge
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@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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@esdotge
We're calibrating our brand scanner against real cases.
Latest: SpaceX.
Its Brand3 Score went from 50 to 80.
Not because SpaceX changed, because our model did. The old logic penalized a rocket company for not sounding "warm and human."
So we rebuilt how it scores.
Building this in public. More soon...
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@esdotge
First they went headless.
Then permissionless.
Now autonomous.
The trilogy is complete.
Part 7 of the DAB* Manifesto.
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@esdotge
Spent years looking at startup brands and knowing in 30 seconds which ones would close rounds and which would struggle.
Couldn’t explain why.
We’re turning that instinct into a scanner now. Internal. In calibration. Running it on real post-round startups and sending the diagnosis to their founders.
If you get one of those messages this week, it’s not a pitch. It’s calibration.
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@esdotge
Brewing Charms
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The spell of a product that feels alive
Written and designed by @srferran
https://paragraph.com/@brand3/brewing-charms
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@esdotge
Fourth DAB* Scanner case: @viniapp
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Autonomy Score: 48. Survival Horizon: 30 days. Developing.
Visual layer is solid (75). Design tokens, consistent UI, strong mascot. But Voice scored 20. No narrative content, no brand story, no personality beyond UI labels.
The product has traction. The brand hasn't been written yet.
Base: 88. Superfluid: 82. Clanker: 68. Viniapp: 48.
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