If you listened to “A Hard Day’s Night,” “Help!,” and “Come Together” in succession, you’ll experience a small part of The Beatles’ evolution as artists. One of the most famous and influential exports from the United Kingdom, The Beatles were able evolve and adapt while staying true to their roots. McLaren Automotive is looking to do something similar with its “evolved identity,” or logo redesign.
“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,” says David Woodhouse, chief creative officer at McLaren Automotive. “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 new McLaren wordmark is inspired by the location where Bruce Mclaren would build the car that would win his first race. Today it’s a service station in Remuera, Auckland (New Zealand) owned by Les and Ruth McLaren, Bruce’s parents.
Their iconic “Speedmark” will continue to be at the center of the brand; the Papaya or “orange” color the manufacturer has become known for will join an expanded color palette inspired by important moments in its history.
The redesign comes just one week after McLaren Automotive announced a $666.85 million expansion to increase its manufacturing, engineering, and operations in the United Kingdom.
Nick Collins, chief executive officer of McLaren Group Holdings and McLaren Automotive, recently spoke of the expansion: “This investment gives us the platform to grow, develop and build on what makes us distinctive, while investing in the people, technologies and products that will keep us competitive for decades to come.”
Part of that expansion will include 3,000 additional supply chain jobs, 1,000 new direct and indirect jobs, and new models outside of the two-seat sports car — including a performance SUV.
Currently, there are no designs, specifications, or even a model name that has been made public for McLaren’s SUV, but it has been confirmed that it is in the brand’s future.
