{"id":2157138,"date":"2026-09-22T00:00:00","date_gmt":"2026-09-21T21:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2157138"},"modified":"2026-09-22T00:00:00","modified_gmt":"2026-09-21T21:00:00","slug":"mclarens-new-logo-comes-from-the-sign-above-bruces-family-service-station","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2157138","title":{"rendered":"McLaren\u2019s new logo comes from the sign above Bruce\u2019s family service station"},"content":{"rendered":"
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McLaren has a new logo. That\u2019s it up above. Surprise! It says \u2018McLaren\u2019.<\/p>\n

There\u2019s plenty of history behind this \u201cevolved brand identity\u201d though, because the fresh wordmark was inspired by the sign that used to sit above the family service station in Remuera, Auckland. That\u2019s where Bruce built his first winning race car, and it\u2019s probably why the new logo works so well on the back of the retro, manual McL 6GT<\/a>.<\/p>\n<\/div>\n

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McLaren\u2019s chief creative officer David Woodhouse assures us that the old \u2018Speedmark\u2019 logo will continue, but that this new wordmark will \u201cdominate\u201d and will be adopted by both the Automotive and Racing branches of the business.<\/p>\n

We\u2019re told that it creates a \u201cclearer and more unified expression of McLaren\u201d, and that it\u2019ll mark the beginning of \u201ca renewed focus on Bruce McLaren\u2019s story\u201d. Papaya will remain as the dominant colour of the various racing teams, but the \u2018Midnight\u2019 (navy blue) that you see above will become a signature of the road cars. Apparently, that\u2019s part of \u201can expanded colour palette inspired by pivotal moments in McLaren\u2019s history\u201d.<\/p>\n<\/div>\n

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\"McLaren\"<\/p>\n<\/div>\n

What do we think? Ready to hear more about McLaren\u2019s past as it heads towards an SUV-filled future<\/a>?<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

McLaren has a new logo. That\u2019s it up above. Surprise! It says \u2018McLaren\u2019. There\u2019s plenty of history behind this \u201cevolved brand identity\u201d though, because the fresh wordmark was inspired by the sign that used to sit above the family service station in Remuera, Auckland. That\u2019s where Bruce built his first winning race car, and it\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,237],"class_list":["post-2157138","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-topgear-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2157138","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2157138"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2157138\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2157138"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2157138"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2157138"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}