The McLaren logo of the British automotive and motorsport brand, in the version unveiled in September 2026, consists of the brand name set in wide geometric letterforms with generous spacing. A distinctive detail of the wordmark is the smaller, raised lowercase “c”, with a short horizontal line running beneath it. The new letterforms were inspired by the sign of the McLaren family’s automotive service station in Remuera, Auckland, which belonged to brand founder Bruce McLaren’s parents, Les and Ruth McLaren. It was there that Bruce worked on the car in which he later achieved his first racing victory. The new identity was unveiled on September 22, 2026, bringing McLaren Automotive and McLaren Racing together under a single visual language for the first time. The familiar Speedmark, previously used alongside the slanted logo, has not disappeared and remains a standalone graphic element of the brand. The identity also retains Papaya orange, the historic Speedy Kiwi symbol and other elements connected with McLaren’s heritage.
McLaren is a British sports car and motorsport brand whose history began in 1963, when New Zealand racing driver and engineer Bruce McLaren founded Bruce McLaren Motor Racing Ltd. McLaren Racing made its Formula 1 debut in 1966 and became one of the most successful teams in international motorsport, achieving victories in Formula 1, the Indianapolis 500 and the 24 Hours of Le Mans. McLaren Automotive develops and manufactures high-performance road cars, continuing a road-car tradition in which the launch of the McLaren F1 in the 1990s was a major milestone. McLaren Automotive and McLaren Racing share a common history, engineering approach and headquarters in Woking, UK. Since 2026, both have used a unified, updated brand identity.
