McLaren Unveils Evolved Identity Linking Its Racing and Automotive Arms

McLaren revealed an evolved brand identity on 22 September 2026 at 08:00 UTC, presenting a unified visual language across both McLaren Racing and McLaren Automotive. The company framed the reveal as the opening of a new chapter for the brand.

At the heart of the update is a new wordmark drawn from founder Bruce McLaren's roots. The lettering takes its cue from the sign above a family-owned service station in Remuera, Auckland. That station belonged to Bruce's parents, Les and Ruth McLaren, and it was there that Bruce built the car that carried him to his first racing victory.

Lou McEwen, Marketing Director at McLaren Racing, said the refreshed identity ties the brand's heritage to its ambitions going forward, noting that it 'perfectly bridges that proud heritage with our future ambition.' David Woodhouse, Chief Creative Officer at McLaren Automotive, added that the brand has never been content to follow established paths throughout its history, describing something uniquely special about McLaren.

The Speedmark symbol and the brand's signature papaya orange remain central to the new look, now paired with an expanded colour palette said to draw on pivotal moments in McLaren's past. According to secondary reporting, that palette includes tones named Ember, Midnight, Colnbrook, Mist and Muriwai, alongside a proprietary typeface introduced as McLaren Sans.