At the end of the last race of the 2017 season in Abu Dhabi, the new management of Formula 1 (now under Liberty Media) revealed the new logo for what is considered the pinnacle motor racing series, worldwide.
The new logo will replace the previous one (in use for the past 23 years) from the 2018 season onwards as the brand has moved out from under the management of CVC Capital Partners and Bernie Ecclestone.
Formula 1 executives have said that the change in design is meant to usher in a new era of Formula 1 and that the decision was taken as the older logo was not useful for modern digital platforms or merchandising.
Ellie Norman, F1's marketing head, said that the design was based on two cars going around a track, battling for the finish line. The new logo is part of a brand re-launch for Formula 1 that will be held before the 2018 season-opener, the Australian Grand Prix at Albert Park, Melbourne.