McLaren Reveals New Brand Identity Across Automotive and Racing

McLaren has revealed an updated brand identity that brings McLaren Automotive and McLaren Racing closer together. Unveiled on September 22, 2026, the new look builds on the brand’s history while reflecting its plans for the future.

The updated identity keeps familiar elements such as the Speedmark and Papaya colour, while introducing a new wordmark inspired by the sign at the McLaren family’s service station in Auckland, New Zealand.

Inspired by Bruce McLaren’s Legacy

The new identity takes inspiration from founder Bruce McLaren and his passion for innovation. The wordmark is based on the sign above the service station owned by his parents, Les and Ruth McLaren. It was here that Bruce built the car that won him his first race.

McLaren has also retained the Speedy Kiwi, which represents Bruce’s New Zealand roots. Papaya remains a key brand colour, while new colours inspired by important moments in McLaren’s history have been added.

One Identity for Racing and Road Cars

The updated look aims to create a more connected identity across McLaren’s racing and road car businesses. The company also wants to build on the ownership and fan experience through more personalisation, events and community activities.

The reveal follows several major milestones for McLaren in 2026, including its 1,000th Formula 1 Grand Prix and the announcement of its Hypercar programme for the World Endurance Championship.

Part of McLaren’s Expansion Plans

McLaren Automotive has also announced a £500 million investment to expand its UK manufacturing and engineering operations. The plan includes expanding beyond two-seat sports cars, with an SUV in development.

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Final Take

McLaren’s new identity brings its racing and road car businesses under a more connected look while keeping key elements of its heritage. The reveal comes as the company prepares for a wider range of products and experiences.