McLaren Formula 1

Brand Exploration

“…life is measured in achievement, not in years alone.”
– Bruce McLaren

In the rarefied air of global competition, Bruce McLaren saw every day as opportunity to do more than just win–he did everything in the pursuit of absolute perfection.

Mirroring his predecessor’s drive to be the best, Ron Dennis’ introduction of the Honda engine took McLaren’s performance to previously unimagined heights. 1988 was a historic year of turbo fueled Formula 1 domination, a proud continuation of Bruce’s legacy and forward-thinking values.

It’s a balance that runs throughout McLaren’s history – heritage and innovation, performance and aesthetics, ambition and purpose. With those values in mind, I’ve envisioned an evolution of the McLaren brand that embodies that relentless focus on the future.

New Look, Same McLaren

The bespoke typeface is italicized to create a sense of forward motion, drawing the eye to the “cutting edge” bottom-right corner. The cut creates an oblique angle that’s equal parts distinction and understatement. The corner itself is a combination of Bruce’s classic orange with the fluorescent red that represents the glory days of past, present, and future.

Since day one, every aesthetic detail of a McLaren has been dictated by engineering. This redesigned logo reinforces that singular precision while launching the brand into yet another era of excellence.

Form, Function & Aesthetics

This evolved typeface, color palette, and visual identity will create a strikingly unique presence on the F-1 circuit. The black coloring of the livery’s body is unpainted carbon fiber, a microscopic reduction of weight in true McLaren fashion.

About Me – Rick Banks

From 1987 to 2006 I was born and raised in Warrington England.

In 2009 I received a degree in Design & Art Direction at Cumbria Institute of Arts.

Since then I’ve worked at various design studios and agencies in England and the US.

I currently reside in Boston MA.

I'm passionate about travel, engineering, and motorsport design.

www.elektrobanks.com
Rick.Banks@me.com

About This Project

Some of my earliest childhood memories are watching Formula 1 – I was always fascinated with the small differences between the cars, often more than the men driving them. I always admired McLarens methodical approach to racing, and some of the truly uncompromising cars they designed.

My approach to design has always felt in some way inspired by McLaren’s philosophy and it’s been a lifelong dream to work on their brand and add to the McLaren legend. Of course, this is just the start. The effort above is merely the beginning of how I see my re-imagination of the McLaren brand exapanding over the numerous industries they’re a part of.