Wieden+Kennedy/London created the new identity. The previous logo was created by Carter Wong nearly 30 years ago.
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.
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.
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.
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