Formula 1 ended the 2017 season by revealing a new logo on the podium at the Abu Dhabi Grand Prix.
The new design ends a 23 year-spell for the old brand and is now a simplified version inspired by the likes of Starbucks and Coca-Cola.
F1 commercial chief Sean Bratches said the design revamp was needed for modern digital technologies and merchandise.
But F1 fans on the Autosport Forums are divided over the logo. Here is a selection of their best comments:
MadYarpen: I think the old one was really dated. We all know it, it is familiar and relates strongly to F1, but it looks like something from 1990s.
I don't know much about marketing, so I am not saying "negative space" is good or bad. But still, every now and then here, on this forum, someone writes "I didn't realise there was "1" in the logo!" - which could confirm it was not perfect.
As for the new one, I quite like it. A lot depends on how it will be presented but I don't mind it. It probably could be better, but I don't see it as much worse than the old one.
WOT: My first take on the new logo was a bit of Scalextric track gone wrong.
Which in hindsight is probably pretty apt given my take on the state of F1 at the moment...
BRK: It looks like a throwback to the eighties, somehow. If this new logo were to appear in an episode of Stranger Things, I would not feel it was out of place at all.
HP: It's a definite change from the people Bernie Ecclestone targeted.
What makes or breaks the case, however, is the quality of the product. If Liberty manages to improve the racing, most people wouldn't care about the identity anyway.
Whiz: The old F1 logo was kind of iconic. I really don't want to know how much money they spent to fix a thing that didn't need to be fixed.
dutra: Some logos are timeless. Hardly the case of the previous F1 logo.
pRy: The brand is what is important. The logo can evolve over the years. F1 is still F1. It's not as if they're renaming the sport. I accept I appear to be in the minority but the more I see of the logo and the font in the mock ups and photos from Abu Dhabi the more I like it.
I think it's a refreshing change and gives the impression that the sport is being modernised and is heading in a new direction. That fits in with Liberty buying the sport and what Liberty appear to be aiming for with their vision of the sport.
We'll be able to judge if that's a good or bad thing in a few years.
Hans V: To me it looks like an I not a 1. Formula I?
Ferrari2012: I don't care about the logo, more the halo and three power units for the season.
JHSingo: I don't think this criticism of Liberty is entirely fair. You are aware that changing a logo is easier and quicker than improving the racing, introducing a budget cap and everything else they've mentioned, right?
Was this change needed? Probably not. Does it mean Liberty is ignoring other issues, or has their priorities in the wrong order? No. Just that some things take longer than other to change.
LuckyStrike1: Liberty Media are really making changes to F1. Just what F1 needed.
Neno: F1 is dead. This is Liberty F1 now.
Jamiednm: I like it. Sure, the actual mark itself is a bit generic, but I think it's a nice starting point. As with all identities, it isn't all down to the logo, it's how it is used in context with the rest of the identity.
RECKLESS: It's a cool logo. Nothing wrong with it. F1 fans truly are a sour bunch.
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