McLaren's New Logo Looks To The Past To Help Drive The FutureAutoGuide.comRoss BallotFri, September 25, 2026 at 6:31 PM UTCAdd us on GoogleSource: McLarenSource: McLarenBranding and brand perception depend on a lot of things, and a company's logo is one of the starting points for what people think of that company.McLaren isn't really hard up for love, but in the ever-evolving bid to remain relevant and beloved, the company has introduced a new logo that some keen-eyed enthusiasts might find familiar.Source: McLarenSource: McLarenCorporate identity often trickles down from the top, and McLaren is embracing that notion with a new logo harking back to the company's origin. The timing aligns nicely with the brand's first manual-transmission car since the F1, a perennial "greatest car ever contender."AdvertisementAdvertisementThe "new" McLaren logo is taken directly from another piece of the company's history, in that it's lifted directly from the sign that sat atop the service station in Auckland, New Zealand, that Bruce McLaren's parents owned and ran at the time.McLaren calls the font "McLaren Sans," and it's going to be rolled out onto all McLaren vehicles going forward-- new SUV included.Source: McLarenSource: McLarenThe company also refreshed the brand book and the associated color palette, now including Papaya, Ember, Midnight, Black, Anthracite, Colnbrook, and Mist. Each and every one came from a picture of Bruce himself.AdvertisementAdvertisementExpect to see more of these colors and the new company logo on Woking-bred supercars in the coming years.Become an AutoGuide insider. Get the latest from the automotive world first by subscribing to our newsletter.
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