McLaren has introduced an evolved brand identity spanning McLaren Automotive and McLaren Racing, with a new wordmark inspired by the sign above the New Zealand service station owned by founder Bruce McLaren's parents.
The station, run by Les and Ruth McLaren in Remuera, Auckland, was where Bruce McLaren built the car that carried him to his first racing victory. McLaren says the redesigned wordmark reconnects the marque with those origins while providing a unified identity across its automotive and racing businesses.

"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." - David Woodhouse, Chief Creative Officer, McLaren Automotive
Several familiar elements remain part of the identity, including the Speedmark logo, papaya color, and Speedy Kiwi emblem. The new wordmark retains McLaren's distinctive raised "c" treatment while adopting a cleaner, more geometric form inspired by the family's original "McLAREN'S" service-station sign in Auckland. McLaren has also introduced McLaren Sans, a proprietary typeface derived from the same lettering, alongside a broader palette featuring shades such as Ember, Midnight, Colnbrook, Mist, and Muriwai.
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Each color draws from a specific part of the company's history. Papaya traces back to Bruce McLaren's decision to make his racing cars easier to identify on track, while Ember references period racing suits and Midnight reflects a blue used during McLaren's earliest years. Colnbrook takes its name from the factory where Bruce began building cars, while Muriwai references the beach where he won his first race at age 15. McLaren says the wider visual system will also support expanded personalization, client experiences, and a more unified presence across its automotive and racing operations.

The announcement follows a series of heritage-focused projects throughout 2026. McLaren Special Operations rebuilt the one-off M6GT, Bruce McLaren's original road car concept, which was shown for the first time at the Goodwood Festival of Speed. Last month, McLaren revealed the McL 6GT concept wearing this new wordmark at Monterey Car Week, pairing V8 power with a manual gearbox, the first manual transmission fitted to a McLaren since the F1.
McLaren Racing has followed a similar heritage theme during the year. The F1 team currently led by Team Principal Zac Brown started its 1,000th Formula 1 Grand Prix in Monaco back in June this year, an occasion MSO marked with the Artura 1000GP, while McLaren also confirmed its return to top-level endurance racing with the MCL-HY for the 2027 World Endurance Championship, with the prestigious Triple Crown on the horizon.

"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. " - Lou McEwen, Chief Marketing Officer, McLaren Racing
The evolved identity also arrives as McLaren Automotive prepares for a broader product portfolio. The company has confirmed a £500 million, or approximately $670 million, investment program to expand its UK manufacturing and engineering operations.
That investment will support McLaren's next phase of growth, including an upcoming luxury performance SUV, the British marque’s first expansion beyond the two-seat sports cars that have defined its modern road-car lineup.
Images: McLaren