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McLaren’s New Logo Came Before the Company Was Even Founded

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McLaren’s New Logo Came Before the Company Was Even Founded

The new wordmark isn’t really new, but it signals the start of McLaren’s next era of innovation.

McLaren’s spunky, bold wordmark has defined generations of racing and automotive innovation. But everyone has to grow up at some point, and McLaren seems to think it’s time. A fresh, more sophisticated wordmark signals the start of a new era for McLaren while also reflecting back on the winning mindset that powered the company’s start over 60 years ago.

McLaren’s new look is actually McLaren’s first look. The typeface was pulled straight from the lettering that hung above the garages of Bruce McLaren’s parents’ service station in Auckland, New Zealand. Bruce’s first motorsports win came from a car that rolled out of that garage—a 1929 Austin 7 Ulster he rebuilt when he was 14.

The McLaren name has since made its way into households around the world as a leading supercar and motorsports brand. Though it’s been over 50 years since Bruce McLaren’s death, his vision is still being realized at McLaren HQ.

That’s especially evident in McLaren’s latest model release. The McL 6GT is a direct nod to the M6GT, which was Bruce McLaren’s original Le Mans-capable road car vision. The M6GT never made it to production, but the McL 6GT captures much of Bruce’s original intentions, even bringing back a true manual transmission to the McLaren lineup for the first time in over 30 years.

So, it’s fitting that the McL 6GT is the first to wear McLaren’s new branding across its tail.


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