McLaren is turning back the clock even as it prepares for one of the most transformative chapters in its 63-year history. The British supercar maker has revealed an evolved corporate identity anchored by a streamlined, all-uppercase wordmark, with its own bespoke font.
The new logo also draws direct inspiration from the signage above a one-upon-a-time family service station in Remuera, Auckland.
The old story behind the new logo
The modest garage belonged to the parents of company founder Bruce McLaren. It was there that young Bruce honed his engineering passion, famously modifying a 1929 Austin Seven that carried him to his first motorsport victory on the sands of Muriwai Beach.
By resurrecting the typography of that local Kiwi workshop, which features a distinctive, smaller, underlined “c”, McLaren aims to bridge its storied past with an ambitious, high-growth future. One that involves a format it had sworn off not that long ago.
Designed alongside a bespoke typeface dubbed McLaren Sans, the new wordmark takes visual dominance across future road cars, merchandise and digital platforms. McLaren’s long-running Speedmark emblem and the historic Speedy Kiwi remain in supporting roles.
At the same time, an expanded colour palette introduces shades like Midnight blue, Ember, and Anthracite alongside the signature Papaya orange.
The revised identity made its public debut on the tail of the manual V8-powered McL 6GT, recently unveiled at Monterey Car Week. Meanwhile, the flagship W1 hypercar is slated to be the final model bearing the outgoing logo.
Big investments
This subtle aesthetic shift signals a massive structural transformation. Following a major ownership change that brought in Abu Dhabi-backed CYVN Holdings and a merger with electric vehicle startup Forseven, McLaren is backing its new identity with a £500 million ($674 million) investment. The funding will establish a second assembly plant in the UK, create over 1,000 new jobs by 2032 and bring engine production in-house.
The first McLaren SUV
And of course, the cash injection will help finance McLaren’s entry into the ultra-lucrative performance SUV market. That was a segment former management repeatedly swore off, but there’s a new sheriff in town at McLaren HQ. CEO Michael Leiters previously oversaw the development of the Porsche Cayenne and Ferrari Purosangue, and under his stewardship, the high-riding McLaren crossover is expected before 2030.
Chief Operating Officer Michael Straughan confirmed that the forthcoming SUV could feature a supercar-style carbon-fibre tub construction, potentially paving the way for a family of front-engined, all-wheel-drive models.
Dealer reports suggest the multi-passenger vehicle will feature aggressive, Cayenne Turbo GT-like proportions on 24-inch wheels.
By tapping into the SUV segment, McLaren thinks it can double its global sales volume. Management has clearly decided that resistance to that kind of incentive is futile, and now it has new branding to go with its future products.