How McLaren’s past is shaping its new identity

McLaren has unveiled an evolved brand identity across its Automotive and Racing businesses, drawing on more than six decades of history as it looks to create a more unified expression of the marque.

At the centre of the refresh is a new McLaren wordmark inspired by the sign that once sat above the McLaren family service station in Remuera, Auckland. Owned by founder Bruce McLaren's parents, Les and Ruth McLaren, the station was where he built the car that would take him to his first racing victory.

The new identity was developed by McLaren Racing and McLaren Automotive, with both teams digging into their shared archives and revisiting the symbols, stories and design details that have shaped the brand from McLaren's early years in New Zealand to the present day.

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While the wordmark has been reworked, several familiar elements remain. McLaren's Speedmark continues to feature prominently, while its signature papaya is joined by an expanded colour palette inspired by moments from the brand's history. The Speedy Kiwi has also been retained as a reference to Bruce McLaren's New Zealand roots.

According to McLaren, the refresh is intended to support a broader expression of ownership and fandom as it expands beyond its products and racing activities into personalisation, experiences and community-building.

The reveal follows a series of storytelling efforts throughout 2026 that have put McLaren's heritage back in focus. These include renewed attention on the M6GT, an early expression of Bruce McLaren's ambitions to build a road car, alongside the reveal of the McL 6GT as a contemporary interpretation of the marque's design and performance ambitions.

"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," said Lou McEwen, chief marketing officer, McLaren Racing. 

She added, "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 unmistakeably McLaren."

In tandem, David Woodhouse, chief creative officer, 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," he added. 

McLaren is not the only automotive marque revisiting its visual identity as its business evolves. Earlier this year, Honda Motor Co. unveiled a refreshed “H mark” as the new symbol of its automobile business, tying the change to its push into next-generation electric and hybrid vehicles.

The new H mark is set to debut on upcoming EV and hybrid-electric models from 2027. First introduced in 1963, the emblem has evolved several times over the decades, with Honda first unveiling its latest iteration in 2024 for its Honda 0 Series EVs before expanding it to represent its broader automobile business.

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