Formula I management has its PR machines in overdrive this week as news of its new identity is released at the end of the final race of the 2017 Grand Prix season. Wieden+Kennedy/London created the new identity. The previous logo was created by Carter Wong nearly 30 years ago.

Adaptive logos

The goal of the new design is to establish a more personal, emotional connection between the sport and fans, and drive away the perception that Formula I is only about cars and business. In addition, FI’s previous identity was essentially only a logo without a complete system to support it.

Adaptive logos

The logo contains three shapes that together form an “F” and a “I”: the bend of a two-lane racetrack and a finish line. Its canted shapes suggest the dramatic speed that is inherent in the sport.

Adaptive logos

Part of the new identity is a suite of aptly named typefaces, designed by French designer Marc Rouault: FI Regular, FI Turbo, and FI Torque. The faces have the same solid muscle as the logo that mimics the track and the horsepower of the cars.

Adaptive logos

Read more here.