In recent days, Formula 1 has gone through a rebrand. The F1 Rebrand has been criticised by drivers including British driver Lewis Hamilton but did the brand need an update and is this the right direction?
As a Formula 1 fan, I wanted to share my thoughts as a keen fan as well as a design agency owner.
What has been the reaction to the F1 Rebrand?
Some reactions on Twitter have been less than complimentary:
— WTF1 (@wtf1official) November 26, 2017
Evident that Hamilton detests F1’s expensive rebrand. ‘The old logo was iconic, the new one isn’t. Imagine if Ferrari changed theirs.’ pic.twitter.com/7Z5KzH4IDe
— Oliver Brown (@oliverbrown_tel) November 26, 2017
Don’t see the fuss with the new logo. Of course Liberty Media are going to rebrand the sport to mark their arrival and at the end of the day it’s only a logo. Let’s just hope the racing can be entertaining #F1 #Logo #LibertyMedia
— NPyne_35 (@NPyne35Karting) November 26, 2017
What do LeftMedia think of the F1 Rebrand?
Firstly, I have to be honest and say I’m a little bit biased because I didn’t really like the old logo. Yes, it was iconic and recognised worldwide. But with a change in strategic direction and a need to modernise the sport in general – the new owners at Formula 1 needed to communicate this with it’s many audiences.
Formula 1 has stakeholders from the manufacturers, team’s, fans to corporate sponsors and in a world of big businesses rebranding – you can hardly blame them for wanting to get in on the action with their own rebrand.
So, what let’s break it down into the good and the bad elements of the new branding:
- It’s a departure from the dated typography used in the logotype of the previous logo.
- The identity is clean, contemporary and works well on their new website.
- Talking of which… it might look good on the site but the user experience is lacking – menus are too quick to transition, pages seem cluttered and the mobile experience is poor.
- The typeface that has been developed to sit alongside the main logo have global appeal – obviously important when a global audience needs to be communicated with.
- The spacing between letters makes the symbol appear to merge into one shape at smaller sizes especially on social media profiles.
- The implementation seems to lack imagination – to me the logo and shapes within it lend themselves well to clever devices used across social channels (a little like the Channel 4 identity)- instead they have a blurred photo of a Grand Prix.
- The colours – the red on screen seems too bright when used on darker backgrounds – the introduction of white would have improved visibility in these uses.
In summary, I think a rebrand was needed and I do like the direction the design team has taken with the F1 rebrand with clean, simple shapes – but execution and implementation is poor in a lot of areas of the identity. I think it’s is a shame, with some simple tweaks and further development – it could have been a great brand identity.
It feels like an evolution in the next couple of years is needed to tidy up some of the user experience elements of the site, the logo visibility issues and it’s use across communication channels.
What do you think? Let us know on Twitter.