By on November 26, 2017

f1 logo for 2018

With the conclusion of the 2017 season, Formula One decided it was time to unveil its new logo at the Abu Dhabi Grand Prix. The change underlines a “new era” for the sport under Liberty Media and, admittedly, does seem to be a bit more with the times.

While it was a fine race, Valtteri Bottas beat both Lewis Hamilton and Sebastian Vettel, there was no upset in the final standings. Hamilton had secured ultimate victory for himself and Mercedes earlier in the season, while Vettel and the Ferrari team held onto second place. Bottas took third overall, leaving the new logo as the only genuine surprise of the day.

Liberty Media completed its $8.8 billion takeover of F1 in January of this year. Since then, it has made sweeping changes to the sport — hoping to bolster global viewership numbers. The introduction of a new logo for the 2018 season is another attempt to distance itself from the sport’s past and make it appeal to a wider audience.

Perhaps not coincidentally, the new F1 logo is somewhat reminiscent of the marquee used by total sports purveyor ESPN. Formula One has already confirmed that race coverage will move from NBC to ESPN for the 2018 season. Maybe Liberty wanted to impose some solidarity between itself and the broadcasting outlet.

The new logo was unveiled on the podium after the race in Abu Dhabi, with F1’s various social channels publishing a glitch-loaded video immediately afterward.

FIA president Jean Todt told Motorsport, that he was aware the new logo is irksome to some fans. But he has faith that Liberty has done it for the right reasons, and he doesn’t believe it will be as polarizing in the months to come.

“It is an evolution,” Todt said. “And incidentally the commercial rights holder can change the logo with the agreement of the FIA – and they are very professional people. If the result of the studies demonstrate that it is going in the interest of the development of F1, I think we should encourage that. These people, they are very talented, business people, and that is demonstrated by Chase Carey having previously been chairman of Fox.”

[Image: Federation Internationale de l’Automobile]

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13 Comments on “Formula One Gets New Logo for Next Season...”


  • avatar
    hamish42

    Gee. Liberty Media is struggling to keep the sport relevant, reverse declining sponsorship and public attendance, struggle with overwhelming vehicle costs and anachronistic rules and they come up with = tada! = a new logo. Now, that’s a powerful start to the process. Well done, lads That’ll get ’em.

  • avatar
    TonyJZX

    companies change their logo all the time and it would be silly to expect that liberty keep all the old dregs from the bernie era

  • avatar
    markf

    I am not sure putting it on a pay channel with declining subscribers is a good way to boost viewership.

    • 0 avatar
      TonyJZX

      how about half the season on pay and half on free to air?

      because that’s what they’ve been doing for the last few years

      i hazard that liberty doesnt really care about viewership in the western world or even the US that much, its all about ’emerging markets’

    • 0 avatar
      a5ehren

      ESPN == ABC if it gets popular enough or ABC needs live inventory to fill a morning slot.

      I’m guessing the vast majority of US F1 fans either have cable or would pirate the stream no matter who has the rights anyway.

  • avatar
    kosmo

    Finally, the logo wait is over!

    It has been killing me!

    Much better sleep is headed my way!

  • avatar
    turf3

    Ah yes, Formula 1 racing – all the spectacle and grandeur of slot car racing!

    • 0 avatar
      Detroit-Iron

      But, they have a new logo.

      The kart track that I occasionally hit has the same problem as all of F1. Yes I did just make a parallel between my indoor electric kart joint and F1. The tracks are too tight for legal passing.

      Rather than a new logo, they should focus on either making the tracks wider or the cars narrower and shorter. The former may be impossible at historically important courses like Monaco, but the latter is a simple rule book tweak.

  • avatar
    Shawnski

    The pinnacle of racing. Look how the podium finishers now hug each other. This is a trend I see that started with FIA Rallly drivers and copilots embracing for camaras like newlyweds. I know teammates will embrace each other with a NASCAR win, however the Europeans have taken this to new level. Not sure if it’s anything per se, but it strikes me as a bit odd.

  • avatar
    conundrum

    From the Telegraph UK:

    “Lewis Hamilton did not disguise his displeasure at Formula One’s redesigned logo, unveiled amid great fanfare by owners Liberty Media but drawing a muted response from drivers.   

    “The one we had was an iconic logo,” the world champion said. “Just imagine if Mercedes or Ferrari changed their logo. I don’t think the new one is as iconic, but maybe it will grow on us.” Such reservations were echoed by his rival Sebastian Vettel, who admitted: “I liked the old one better.”

    The move was part of an expensive rebranding exercise by Liberty, but the indifferent reaction encouraged further criticisms that the media conglomerate’s changes to the sport have been cosmetic rather than substantial. “What was wrong with the old one?” asked Valtteri Bottas, the winner here in Abu Dhabi.

    Complaints were harsher among many fans, who claimed that the new logo – with ‘F1’ picked out in curved, tilting red letters – resembled anything from a headless bull to a kitchen tap.

    Sean Bratches, F1’s commercial chief and a former ESPN executive, was defensive about the revamp, which disposes of a globally-recognised logo in use since 1993. “We are trying to reposition F1 from a purely motorsport company to a media and entertainment brand with the heart and soul of a race car driver in the middle of it,” he said.”

    A media and entertainment brand with a race car driver’s heart and soul in the middle of it? That there’s a heaping load of the best kind of bovine manure, but hell, they gotta convince themselves too.

    Yes indeed, yet more proof that people with scads of money are by their very nature far brainier than the average prole uselessly cluttering up the landscape. And they can afford talent like Murdoch’s relative Carey who ran Fox so well.

    Now, who was that guy GM hired from Colgate Palmolive to run Pontiac? You know, before GM canned the brand? Or the genius Cerberus hired from Home Depot to run Chrysler? No sir, you couldn’t tell these folks anything. Selling cornflakes, shampoo, two by fours or cars, no knowledge of the product is required. Far from it, all management is just the same. Everyone knows that and the US is being run on its principles as we speak.

    So people from a country where the vast majority of the population wouldn’t know F1 if it ran over them are now in control. Showing their deep business backgrounds in advanced management, Liberty Media F1 has reduced the prize purses as a first step so as to make more money, and hired PR people of the first doublespeak order to dream up unintelligible reasons why the logo should be changed:

    “Ellie Norman, the sport’s marketing director, sought to flesh out the creative thinking behind the design. “It takes its inspiration from the low-profile shape of the car, two cars crossing a finish line,” she explained. “It’s incredibly bold and simple.”” By golly, yes, now I see it!

    I expect great things. Nay, amazing things. Liberty Media for the win! If nothing else, if F1 survives the new lamebrain order, then it could legitimately be said to be bigger than the twits who think they’re running it. So far so good, it survived Ecclestone and he actually had a clue what was going on. The FIA competition rules setters, on the other hand, are a bit like the IOC and FIFA, so their lukewarm response to the logo change can be quickly changed to wholehearted approval by the liberal application of money. Since it’s none of their business how F1 is run commercially, who bothered to ask the FIA’s Todt his opinion of the logo in the first place?

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