McLaren introduces heritage-inspired wordmark across racing and automotive divisions

The short version

• McLaren unveiled a new, understated wordmark inspired by the garage where founder Bruce McLaren built his first race car.[Car and Driver]
• Both McLaren Automotive and McLaren Racing will adopt the typography, replacing the aggressive logo used since 1981.[Car and Driver]
• The branding update follows a £500 million investment in UK facilities to support upcoming models like a performance SUV.[Car and Driver]
• The new wordmark debuted on the McL 6GT concept, which is not scheduled to reach the market until 2028.[Car and Driver]

Key facts

• McLaren's new wordmark design is drawn from the shop where Bruce McLaren built his first race car.[Car and Driver]
• Both McLaren Automotive and McLaren Racing are adopting the new typeface, replacing the bolder logo design that originated in 1981.[Car and Driver]
• The brand's existing Speedmark and Speedy Kiwi symbols will remain in active use.[Car and Driver]
• The rebranding follows a £500 million investment aimed at expanding McLaren's engineering footprint and developing a performance SUV.[Car and Driver]
• The branding appeared on the McL 6GT at Monterey Car Week, ahead of the vehicle's planned 2028 release.[Car and Driver]

Sources

Outlet counts describe coverage, not independent confirmation. Reports may share a wire service or original source.

• McLaren’s New Logo Came Before the Company Was Even FoundedCar and Driver
• The Service Station Bruce McLaren's Parents Owned Inspired McLaren's New LogoJalopnik