McLaren's New Logo Looks Like Something You'd See On Designer Clothes

It started by collaborating with Mercedes on the SLR and then went independent when the MP4-12C hit the road in 2011. Since then, the company has become a legitimate player in the supercar game, with a range that includes the Artura and 750S.

Now, McLaren is announcing a fresh look for the brand. It's not changing any of the actual vehicles, but there's a new wordmark that is supposed to reflect the brand's past and future evolution.

New Branding For McLaren

The new McLaren wordmark features blocky, uppercase letters, except for the "C," which is lowercase and underlined. The result looks more formal than the previous logo (pictured below). In contrast, the older look had an angled "M," and the "L" was the only other uppercase letter. A tiny version of the brand's emblem was above the "n" at the end.

The new look takes inspiration from the McLaren family service station in Remuera, Auckland, New Zealand. Company founder Bruce McLaren's parents owned the shop. The site was also where Bruce built the race car that he drove to his first victory. The designers' goal is to connect the brand's beginnings to its future.

"This evolution of our visual identity captures that spirit. It's a reflection of the journey we are on as a company. It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future."
- David Woodhouse, chief creative officer at McLaren Automotive

McLaren is keeping its emblem, which it calls the Speedmark, the same. The company is also retaining Papaya orange as its signature color. In addition, it'll use the Speedy Kiwi logo to honor "Bruce McLaren’s New Zealand roots and its longstanding place in McLaren’s history," according to the automaker's statement.

What Does This Mean For McLaren's Future?

McLaren is having a big year in 2026 and has ambitious plans for the future. Earlier this year, the company launched the McL 6GT as a supercar wearing a new styling language for the brand, which includes dropping the crescent-shaped headlights seen on other models. The powertrain includes a manual gearbox, but the automaker isn't disclosing the engine yet. It uses the same carbon fiber monocoque chassis as other modern McLarens. Production begins in 2028.

McLaren has also decided to follow market trends and build an SUV. There are no public details about the project yet, but the company allegedly has a clay model for the vehicle that it's showing to dealers. The vehicle reportedly uses a hybrid V8 and has two rows of seats, providing room for five occupants.

There are also rumors about McLaren developing a front-engine grand tourer in an effort to expand its lineup beyond supercars. The automaker is still keeping official details about the project under wraps.

Meanwhile, the 788HS is on the way as the swan song to the 720S series of supercars. The company is making 200 of them – 100 coupes and 100 convertibles. The vehicle has a version of McLaren's twin-turbocharged 4.0-liter V8 that makes 777 horsepower and 590 pound-feet of torque.

Abu Dhabi's L'IMAD sovereign wealth fund now owns McLaren's road car business as of 2024. It acquired the business from Bahrain's sovereign wealth fund. L'IMAD is investing $668 million (£500 million) to expand McLaren's manufacturing operations in the UK.