New Wordmark Marks A New Chapter
McLaren has introduced a new wordmark that connects its modern identity with the company’s earliest roots. While the design appears new, its lettering comes from the signage used at the service station owned by Bruce McLaren’s parents in Auckland, New Zealand. McLaren says the updated branding represents the beginning of a new era for both its automotive and racing operations.
Logo Inspired By McLaren’s Early Years
The new typeface takes inspiration from the garage where Bruce McLaren built his first race car. At just 14 years old, he rebuilt a 1929 Austin 7 Ulster there. The car later became part of his early motorsport journey, creating a direct link between the new branding and McLaren’s origins before the company was formally established.
More Understated Design
The new wordmark replaces the bolder design introduced in 1981. It uses a wide sans-serif typeface with capital letters, while the lowercase “c” sits on a horizontal line at the same height as the surrounding characters. Despite the change, McLaren will retain its iconic Speedy Kiwi and Speedmark across its racing and automotive operations.
McL 6GT Gets The New Branding
The McL 6GT is the first McLaren model to feature the new wordmark. The car draws inspiration from the M6GT, Bruce McLaren’s original vision for a road-going car with Le Mans capability. Although the M6GT never entered production, the McL 6GT carries several elements of that original concept, including a manual transmission.
McLaren Racing & Automotive Adopt The Logo
The new branding will be used by both McLaren Racing and McLaren Automotive. According to McLaren chief creative officer David Woodhouse, the wordmark reflects the company’s current journey and its focus on creativity, innovation and future development. The change therefore covers more than the automotive division and forms part of a wider corporate identity update.
£500 Million Investment Supports Expansion
The logo announcement follows McLaren’s planned £500 million investment to expand its engineering and manufacturing operations in the United Kingdom. The investment is expected to support future product development and wider business growth. McLaren has also confirmed plans for a high-performance SUV as part of its future expansion.
New SUV Could Expand McLaren’s Lineup
McLaren’s investment is expected to support several areas of future development, including the company’s first high-performance SUV. The move would take McLaren into a new vehicle segment while retaining its focus on performance engineering. Further technical details about the SUV have not yet been announced.
Middle East Relevance
McLaren has a strong presence across the Middle East, where its supercars and motorsport heritage have attracted customers in markets including the UAE and Saudi Arabia. The new branding is expected to appear on future McLaren products sold in the region. The McL 6GT is scheduled to arrive in 2028, giving Middle Eastern customers another upcoming McLaren model to watch.
Prices In The Middle East
McLaren has not announced pricing for the McL 6GT in Middle Eastern markets. Its final UAE and Saudi Arabia prices will depend on specifications, taxes, import costs and optional equipment. Pricing for the upcoming high-performance SUV has also not been revealed. More information is expected closer to the respective vehicle launches.
McLaren’s Next Era Begins
The new wordmark combines McLaren’s historic roots with its plans for future expansion. The design first appears on the McL 6GT, while the company prepares for broader engineering, manufacturing and product development. With the model scheduled for 2028, McLaren’s updated identity will gradually become part of its next generation of road cars and racing activities.
