Wieden+Kennedy London is in the driving seat to handle new-style Formula 1, now owned by Liberty Media which also owns the UK’s Virgin Media.
First up is a new logo (below), designed by W+K’s Richard Turley, part of a big effort to reconnect Formula 1 – for years the Ecclestone and Mosley show – with its racing roots. At some stage advertising will almost certainly follow along with an expanded series of events.
F1’s first director of marketing Ellie Norman, who joined from Virgin Media earlier this year, says: “When we talked to fans about what made Formula 1 amazing, what we heard was people loved the real, exhilarating, unpredictable and incomprehensibly fast elements of the sport. It was about racing. But many felt those days were behind us and that the sport has become almost impenetrable for fans, particularly new ones.
“It was clear we were going to need to address some fundamentals of our brand, if we were to realise our ambition to make Formula 1 a major entertainment player and claim our rights to be the global media brand we should be. What we say and do now is so important for our future, but it must always be driven by our fans. They come first.”
Sean Bratches, F1 MD of commercial operations Sean Bratches says: “Our new brand identity symbolises the wider transformation taking place in Formula 1 as we aim to broaden the sport’s appeal, attract new audiences and build stronger connections with existing fans.
“We set out to create a logo that captures the speed and excitement of the pinnacle of motorsport and this reveal signals the beginning of a new era for Formula 1.”
W+K London has a long track record in the vroom vroom business with its flagship Honda account and wide experience of sports marketing through its work for Nike, including big events the Olympics and football World Cups. W+K New York has also handled sports broadcaster ESPN.