McLaren has revealed a new logo for its next-generation models, inspired by late founder Bruce McLaren's parents' service station in Auckland, New Zealand. It also introduces a new bespoke company typeface called McLaren Sans. The new wordmark will be used across cars, merchandise, branding and digital channels, with both McLaren Racing and McLaren Automotive adopting it.
The first vehicle to wear the new branding is the 2026 McL 6GT concept, which was revealed last month at Monterey Car Week in California. Upcoming models will also have the McLaren name spelt out across the rear.
New McLaren logo details
McLaren's new logo comes over a week after McLaren announced plans to expand its UK operations with a second factory. The company also plans to build its own engines and expand its line-up with new front-engined models with two rows of seats, including an SUV.
The new logo uses a wide, all-capital sans-serif typeface, save for the lowercase 'C', which sits on a small horizontal line to match the height of the other letters. The 'Speedmark' motif from the current logo will remain "as a little identifier", McLaren chief creative officer David Woodhouse told Autocar UK. Woodhouse said Bruce McLaren’s legacy was one of the key influences behind the rebranding. However, he stressed that the new identity is focused on the company’s future rather than being a retro exercise.
The company claims it was in the Auckland workshop that Bruce built "the racing car that would take him to his first victory". It was a modified Austin Seven that he used to win an event at Muriwai Beach.
The carmaker is also changing its corporate colour scheme, moving towards darker colours with what it describes as a more midnight-themed look. McLaren's signature Papaya Orange will be more closely linked to its racing teams, although it will continue to be used in some instances across the automotive business.
Viraaj Bhatnagar
Dipan Sur
Dhruv Dhaka
