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.
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.
To paraphrase the Grateful Dead, what a long, unique trip it’s been for Tanner Foust in his first season with the Extreme E series as he took his early season lessons to Chile to compete in the Copper X Prix. And he’s learned his lessons well.
The duo performed well in their debut, advancing into the final round and finishing fifth. As Extreme E headed to another desert halfway across the globe for Round 4, it was a good time to catch up with Foust and ask about McLaren’s progress. The Copper X Prix was held this past weekend in one of the most extreme regions in the world: the Atacama Desert.
“The shock going into the first race was the speed,” Foust told NBC Sports. “It was much higher than we had tested. We spent a lot of time around 100 miles per hour [in race trim] and our testing speeds were more in the 60 to 70-mile range. Then, once we sort of got around that, the car got updated so you can drive it even faster.”
In rally racing, some incidents are out of a driver’s control. Even peeking around another car can be dangerous because of potholes that have recently been gouged in the ground or large bushes that seem to sprout up between laps. A couple of rollovers brought Foust back to earth – but the pace was there and that was important.
“We had some challenges this season,” Foust said prior to the Copper X Prix. “We had a good start; made the final, which is a difficult thing to do in this series. I had two rolls in the first three events, but I have improved each time. Now we come into Round 4 in Chile in a pretty strong position. We have competitive times as a team. We are communicating really well and have our heads around this Odyssey vehicle.”
Foust’s words proved to be prophetic.
He won the Crazy Race – Extreme E’s version of a Last Chance Qualifier – and did so after passing the field. It was the same manner in which he qualified for Saudi Arabia’s finale, but this time things would be better. There were those hard-earned lessons on which to lean – and Foust had reps under his belt. He was not going to be caught off guard by any random obstacles.
Tanner Foust passed Sebastien Loeb heading to the Switch Zone in the Copper X Prix. (Photo by Sam Bagnall / LAT Images)
In the Copper X Prix finale, he pressured one of the best rally drivers in the history of the sport.
Pitching sideways through a tight left-hander late in his stint, Foust put his McLaren Extreme E Odyssey at the head of the pack in front of Sebastien Loeb as they headed to the Switch Zone. There, he would turn the car over to his co-driver Gilmour.
The Extreme E series pairs male and female drivers with both taking a turn behind the wheel.
After the driver change, Gilmour lost the lead momentarily to Loeb’s teammate Cristina Gutierrez, but as they charged toward the finish line, she surged ahead and crossed under the checkers first.
“What an improvement for the team over this year,” Foust said after the race. “We have struggled through some of the events, being in our first year in competition. We showed true pace this weekend; overtaking Sebastien Loeb was a highlight.
“Emma put in a great run in the Final. I was fortunate to go from last to first in the Crazy Race and then first in the Final but with some flag penalties, we had 20 seconds added to our time, which put us into fifth. It was a great feeling crossing the line first, I love this wide style track and the NEOM McLaren Odyssey was fantastic here.
“Hopefully we can continue that momentum into Uruguay.”
Since cars were first invented, racing has played a socially responsible role by improving safety. As Earth reaches a tipping point with climate change, racing needs to adapt to these new needs and requirements, which is where Extreme E’s unique strategy becomes increasingly important.
The Extreme E experience is more than simple racing. Each race is accompanied by a legacy program designed to offset damage done by climate change and to erase the footprint caused by the events.
Foust, a biology major from the University of Colorado, was given the chance to rekindle his interest and give back to the environment ahead of the Copper X Prix.
The Atacama is the oldest desert in the world at 150 million years. It is the driest place on earth and has the highest degree of ultraviolet light. And yet somehow life perseveres through underground rivers with oases dating back to Incan times. Foust participated in preparing a local habitat for the reintroduction of a critically endangered water frog to Chile’s longest river, the Loa, which snakes its way through the desert.
“I’m loving the experience,” Foust said. “I’m putting on a lot of Chapstick, a lot of sunscreen. What a fascinating part of the world. I never would have come here otherwise.
“I honestly am very honored to be a part of this sport. I am a huge believer in the fact that motorsports has done us good in the last 100 years. I think we benefit every single time we put our seatbelts on and drive down the road to the lessons learned in racing since the turn of the century. And I really hope motorsports continues that tradition.
“I think that motorsports like [Extreme E] does it in a responsible way, a gender-neutral way and a carbon-neutral way.”
