Timing is everything when it comes to rebranding. And I for one think that Formula E has got the timing of its new identity spot on.
There are moments when a brand simply needs a refresh, and then there are moments when the world around that brand has changed so significantly, that the identity needs to move along with it.
For Formula E, the arrival of the new GEN4 era feels like exactly that moment has arrived.
The cars are becoming more powerful, faster and more technically advanced. GEN4 represents a significant step forward for Formula E, with more power, all-wheel drive and a clear ambition to push the performance of electric racing to another level. So why wouldn’t the brand evolve at the same time?
New cars. New era. New identity. From a branding perspective, I really like the thinking behind the new Formula E look.
That is because the new marque incorporates a clever combination of the F and the E, creating something that feels distinctive and ownable without being overly complicated.
It has a sense of movement and energy built into it, which feels entirely appropriate for a championship built around speed, technology and innovation.
I also like the use of capitalised, bold typography throughout the identity.
It gives Formula E more presence. And perhaps more importantly, it creates a visual language that can work across a huge range of touchpoints — from the cars, circuits and broadcast graphics to social media, digital content, merchandise and partner communications.
That matters because branding in motorsport is more important than ever. The audience experience has changed dramatically. Motorsport isn’t just something we watch on television anymore. It’s consumed through phones, social feeds, streaming platforms, YouTube, gaming, merchandise and countless pieces of content created around a race weekend.
A motorsport brand has to work at 200mph on a circuit and at 200 pixels on a phone.
It has to be instantly recognisable and it has to create consistency across hundreds of different touchpoints, giving fans something they actually want to engage with because that’s why motorsport branding is just so fascinating.
It’s interesting to see other major motorsport brands, such as McLaren, also evolving their identities at the moment — perhaps another sign of just how important brand has become within the sport.
For me, that’s one of the most exciting things happening in motorsport right now.
The cars are evolving. The technology is evolving. The audiences are evolving, so too the commercial opportunities. Therefore, the brands need to evolve with them.
Having worked on motorsport branding for many years, I’ve seen first-hand how much more powerful a team, driver, championship or sponsor can become when the branding is treated as an integral part of the experience rather than simply something applied afterwards.
But of course, a logo is only the starting point. The real opportunity is creating a brand system that has personality, consistency and enough flexibility to live everywhere the audience does too.
That’s why I think the timing of the Formula E rebrand is particularly interesting as it doesn’t feel like Formula E has simply changed its clothes. It feels like it’s signalling that the next chapter has arrived.
GEN4 is bringing more power and performance to the track. And the new identity is bringing more power and confidence to the brand.
As a motorsport branding geek, I’m looking forward to seeing how it comes to life when those GEN4 cars finally hit the track in anger.
So, a new era. New cars. And a new identity. Now, let’s see what Formula E can really do.
Russell Horton is the founder of the SuperHuman branding and design business
