McLaren has unveiled its new brand identity to be used across McLaren Automotive and McLaren Racing.
The evolved identity creates a clearer and more unified expression of McLaren.
David Woodhouse, chief creative officer at McLaren Automotive, said: “There is something uniquely special about McLaren. Throughout our history, we’ve never been content to follow established paths.
“We’ve always looked ahead, driven by a restless desire to innovate, create and push beyond expectations. This evolution of our visual identity captures that spirit. It’s a reflection of the journey we are on as a company.
“It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future.”
The Speedmark, one of McLaren’s most recognisable symbols, remains at the heart of the brand.
Papaya also remains a defining element, now joined by an expanded colour palette inspired by pivotal moments in McLaren’s history.
Lou McEwen, chief marketing officer at McLaren Racing, said: “McLaren has evolved enormously over the years, but looking back through our shared history across Racing and Automotive, it’s poignant how much of Bruce’s original vision and spirit still runs through the business today.
“This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and team mates already know and love, while giving us a more connected expression of where we’re heading next. It feels unmistakably McLaren.”
McLaren Automotive recently confirmed plans to expand its UK manufacturing and engineering footprint through a £500m investment programme.
The investment will support next phase of its long-term growth, including expanding beyond two-seater sports cars with an upcoming SUV.
