Abu Dhabi: Formula One unveiled a new logo soon after at the season-ending Eithad Airways Abu Dhabi Grand Prix. It is all the part of the a rebranding of the sport under new owners Liberty Media.
Thus the design replaces three-decades-old logo of former commercial supremo Bernie Ecclestone. It is described as symbolising the look of a Formula One car with a ‘modern-retro feel.
“It clearly reflects the wider transformation taking place in Formula One,” said managing director Sean Bratches making it clear that the owners Liberty Media have tried to broaden the sport’s appeal and lead it into a digital future.
Formula One’s director of marketing Ellie Norman, who joined from Virgin Media in August, was of the view that the new logo was derived from fan feedback. and would be easier to work with on digital and mobile platforms.
“I think over time it will be received positively. It would be easier to work with on digital and mobile platforms,” she said, but also accepted that fans might be reluctant to accept change for a while.
“Having shared it with the teams in Abu Dhabi on Thursday and with our sponsors and partners on Wednesday, the feedback has been incredibly positive.”
Norman said Liberty, who took over Formula One in January, had carried out extensive fan research.
“We really have to set about a shift in that perception because without the passion of our fans there could be a point where there is no longer Formula One, because we just don’t have that connection with people,” said Norman.
