F1 bosses expected strong reaction from fans over new logo

Formula 1 bosses did not expect to "sneak away unscathed" following the launch of the new F1 logo at the Abu Dhabi Grand Prix, according to commercial chief Sean Bratches

F1 bosses expected strong reaction from fans over new logo

Liberty Media revealed a new logo immediately after the Abu Dhabi Grand Prix, after feeling that the old version that had been used for the last 23 years was no longer suitable.

But the move has proved controversial, with fan opinion about the change divided and even world champion Lewis Hamilton saying he preferred the older one.

Twice as many fans marked 'dislike' on F1's YouTube video revealing the logo than hit 'like'.

Bratches says F1 bosses were well aware that changing the logo was always going to stir emotions, but he says the fact that it has become such a big talking point is a positive in a way.

"These are difficult changes - as it is any time you change a corporate mark, and particularly one around a passion brand," said Bratches.

"The incumbent mark has been around for decades and it served the sport well.

"But we have not gone into this light heartedly, and we have given it a lot of thought.

"It seemed from my perspective and from the moment Chase [Carey] called me, it was one of the things I really wanted to look at.

"From my eye, it [the old logo] seemed to be dated, it seemed to not reflect where the sport could go.

"People have an opinion. And it is good people have an opinion because they care.

"And, as the caretakers of this sport and brand, we feel very strongly about it.

"Ultimately we will demonstrate to the market place that this brand will survive and thrive.

"We understand in any logo change, whether it is a small modification or wholesale, people are going to have varied opinion. And that is good for the sport.

"Everybody has got an opinion in F1. I didn't think we would sneak away unscathed on that one."

F1's logo reveal after Abu Dhabi comes ahead of a full relaunch next March, when Liberty will reveal new digital platforms, new television graphics and new live-streaming services for fans in different markets.

And although the logo controversy has dominated matters this week, F1's marketing director Ellie Norman thinks fans will come to better understand why the change was positive once it starts getting used more.

"The more and more we put this into applications, and we bring to life the identity that this new logo will have, I think that more over time the fans will see what we can give back to them through that," she said.

shares
comments
Special LAT Photographic documentary to air on Motorsport tv
Previous article

Special LAT Photographic documentary to air on Motorsport tv

Next article

Autosport Awards 2017: How to watch the event live on December 3

Autosport Awards 2017: How to watch the event live on December 3
Why Sainz is key to Ferrari achieving its chairman's F1 goals Plus

Why Sainz is key to Ferrari achieving its chairman's F1 goals

Although Ferrari's chances of title glory in 2022 have evaporated, chairman John Elkann expects the team to have chalked up both championships by 2026. Both require drivers to play the team game and, having now become more comfortable with the F1-75, Carlos Sainz may be Ferrari's key to title glory

How F1 has tried to avoid repeating its 2014 engine rules mistakes Plus

How F1 has tried to avoid repeating its 2014 engine rules mistakes

With Formula 1’s future engine regulations now agreed, MARK GALLAGHER wonders if they will provide a more competitive field than past attempts actually managed

Formula 1
Sep 26, 2022
How its faltering first turbo car advanced a Williams-Honda glory era Plus

How its faltering first turbo car advanced a Williams-Honda glory era

STUART CODLING charts the development of the Williams FW09, the ugly duckling that heralded the start of the title-winning Williams-Honda partnership

Formula 1
Sep 25, 2022
The Moss-Ferrari farce that current F1 drivers are thankfully spared Plus

The Moss-Ferrari farce that current F1 drivers are thankfully spared

Recent moves within the driver market have reminded MAURICE HAMILTON of a time when contracts weren’t worth the paper they weren’t written on…

Formula 1
Sep 24, 2022
Audi’s innovative first assault on grand prix racing Plus

Audi’s innovative first assault on grand prix racing

It has been a long time coming but Audi’s arrival in Formula 1 is finally on the horizon for 2026. But it won’t be its first foray into grand prix racing, as the German manufacturer giant has a history both long and enthralling

Formula 1
Sep 23, 2022
The seven factors powering Verstappen's 2022 F1 domination Plus

The seven factors powering Verstappen's 2022 F1 domination

After a tooth and nail and, at times, toxic Formula 1 world championship scrap last year, Max Verstappen's march to a second consecutive title has been the exact opposite. But has he really changed in 2022? Here's a dive into what factors have played a crucial role, both inside the Verstappen camp and elsewhere, in the Dutch driver's domination

Formula 1
Sep 23, 2022
Why Hamilton is still the man to keep driving Mercedes forward Plus

Why Hamilton is still the man to keep driving Mercedes forward

Lewis Hamilton’s words in a recent Vanity Fair interview define both his world-view and his approach to this season: one of perpetual struggle against adversity. As GP RACING explains, that’s what Lewis feeds off – and why, far from being down and nearly out, he’s using his unique skillset to spearhead Mercedes’ revival…

Formula 1
Sep 22, 2022
The time lag of ideas that offers intrigue over F1's future fight Plus

The time lag of ideas that offers intrigue over F1's future fight

The pecking order in 2022's Formula 1 season may look pretty static as the season draws to a close, but the unique nature of the cost cap means that preparation for next season takes precedence. New developments are being pushed back to 2023 - which could mask the technical development war ongoing...

Formula 1
Sep 22, 2022