Explore the iconic F1 logo – its design, history, and visual identity.
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Key information about F1: origin, designer, industry, and logo introduction year.
| Website | formula1.com |
| Agency | Wieden + Kennedy |
| Country | Italy |
| Industry | Automotive |
| Logo Introduced | 2017 |
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The Formula 1 logo features bold red letters with negative space cleverly revealing the number “1” between the “F” and horizontal speed lines, representing the pinnacle of motorsport through dynamic design and racing heritage.
Wieden + Kennedy’s 2017 redesign of the F1 logo marked a dramatic departure from the previous swooping calligraphic mark. The new identity embraces boldness and clarity, with blocky sans-serif letters in vibrant racing red. The genius lies in the negative space: the gap between the “F” and the horizontal lines forming the body of the logo creates a perfect numeral “1.” This visual wordplay works instantly, allowing the mark to communicate “F1” through both positive letterforms and negative space simultaneously.
The horizontal speed lines extending from the letters suggest velocity, aerodynamics, and the blur of cars racing past at 200 miles per hour. The red color connects directly to Ferrari’s iconic racing livery and Formula 1’s passionate European heritage, particularly Italian racing culture. The color also signals danger, excitement, and the high stakes of motorsport competition where fractions of seconds determine championships.
The 2017 rebrand coincided with Liberty Media’s acquisition of Formula 1 from Bernie Ecclestone, signaling a modernization effort. The new logo needed to work across digital platforms, social media, and streaming services while maintaining recognition in traditional applications like trackside signage and team uniforms. The simplified design accomplished these goals, though some longtime fans initially resisted the departure from the previous logo’s elegant curves.
Formula 1 racing began in 1950 as the premier class of single-seater auto racing sanctioned by the FIA. For decades, various logo treatments emphasized elegance and European sophistication, often using script typography or flowing curves. The immediate predecessor to the current logo featured swooping letterforms suggesting speed through calligraphic motion, used from approximately 1994 to 2017.
When Liberty Media purchased Formula 1 in 2017 for $4.4 billion, new management recognized the sport needed modernization for younger audiences and digital-first media consumption. Wieden + Kennedy London received the commission to create an identity that honored racing heritage while embracing contemporary design principles. The resulting logo polarized opinions: traditionalists lamented losing the graceful previous mark, while others praised the bold clarity and negative space cleverness.
The rebrand extended beyond the logo to encompass new typography, graphics packages, and social media strategies. Formula 1 invested heavily in digital content, launching Netflix’s “Drive to Survive” documentary series to build American audiences. The bold logo proved effective for these new platforms, working as tiny app icons and large streaming graphics equally well. By 2020, Formula 1’s popularity surged, particularly in the United States, validating Liberty Media’s modernization strategy.
The custom typeface features geometric sans-serif construction with substantial weight and tight spacing. The “F” uses a squared design with horizontal emphasis, while the “1” emerges from negative space rather than being drawn explicitly. The horizontal lines extending from the letters maintain consistent weight, creating rhythm and suggesting motion. The overall letterforms are unapologetically bold, prioritizing impact and legibility over elegance. This represents a philosophical shift from viewing Formula 1 as exclusive European sport to positioning it as accessible global entertainment property.
Q: Why did Formula 1 change its logo in 2017? A: Liberty Media’s acquisition prompted a modernization effort to attract younger audiences and work better on digital platforms. The new bold design replaced the previous flowing script with contemporary clarity and negative space cleverness.
Q: What does the negative space in the F1 logo represent? A: The gap between the “F” and the horizontal lines forms a perfect numeral “1,” creating visual wordplay that communicates “F1” through both positive letters and negative space simultaneously.
Q: Who designed the current Formula 1 logo? A: Wieden + Kennedy London created the 2017 logo following Liberty Media’s purchase of Formula 1. The design agency is known for Nike’s “Just Do It” campaign and other major sports branding projects.
The Formula 1 logo represents a automotive brand from Italy, designed in 2017 at Wieden + Kennedy. Learn more on the official F1 website.
