In an attempt to keep up with the ever-evolving digital world, Formula 1 revealed a new, simplified logo.
Liberty Media revealed the new logo after the Abu Dhabi Grand Prix, and at least two of the drivers aren’t feeling it. Lewis Hamilton, Sebastian Vettel, and a group of fans shared their displeasure after the new logo was unveiled, according to motorsport.com.
“I think the one that we already had was an iconic logo,” Hamilton said. “Just imagine Ferrari changing their logo, or Mercedes changing their logo.”
“I don’t think the new one is as iconic but maybe it will grow on us,” he said.
Ferrari’s Vettel added his opinion, “I liked the old one better,” he said.
A group of F1 chiefs, including commercial chief Sean Bratches, have argued that the old logo isn’t compatible with digital platforms.
“You cannot stitch the old logo chevron to the right,” said Bratches. “A number of brands, particularly in this day and age, are trying to simplify their marks to enter the digital space.”
“Look at Starbucks, or Coca Cola which has taken the condensation off their logo to enter digital,” he said. “We felt we had to go a little bit further and really retool to position us on a going forward basis.”
When asked about the new logo, Red Bull’s Christian Horner said they will know it’s impact based on profits. He understands the new owners wanting to be associated with a new logo.
“Does it talk to me? If it generates more cash it is talking very nicely,” Horner said. “Obviously it is a new management and they are going through a rebrand.”
“You can understand the new owners wanting to have a fresh new image and a logo epitomizes an image at the end of the day,” he said. “I hope Niki Lauda didn’t trademark his helmet.”