Formula 1 sporting chief Ross Brawn believes the series’ former logo was “neither iconic or memorable” after its replacement was unveiled following Sunday’s 2017 season finale in Abu Dhabi.
As part of its push to revamp certain aspects of F1 since taking over the series in January, Liberty Media revealed a new logo after the race at Yas Marina that met a lukewarm reaction.
F1’s former logo had been in place since 1993, only for commercial and marketing chiefs to chase a new design that was more digital-friendly.
Writing in a post-race newsletter issued by F1, Brawn further explained the decision to change the logo, knocking back suggestions the old design had a strong identity within the sport.
“Over the past few days the question was asked as to whether the logo is really a major priority and the answer is yes,” Brawn said.
“Apart from the commercial aspects, the new logo is much more flexible in terms of its use, especially when it comes to its application on merchandising and in the digital world. It has impact.
“The old logo was neither iconic or memorable. It was important to let Formula 1 fans see that we are entering a new era.
“Our sport is changing and must look to the future and also outside its own environment if it is to attract new fans, especially among the young.
“We believe this logo exemplifies this desire: in a world where visual communication is ever more important, we must also move in this direction.”
The new F1 logo is set to feature significantly in its new digital platforms that are set to be unveiled next March ahead of the 2018 season.
