Formula E Brand Refresh

Whilst Formula E has been staking it’s claim in motorsport, our brand salience hasn’t been keeping up. Research showed fans had limited understanding of the brand and limited equity in our key brand assets. We needed to reinvigorate our fanbase and attract a new generation of sports fans, as well future-proof ourselves for success in ever-changing sports media landscapes.



In 2023 we launched a new identity system inspired by our ‘Change. Accelerated.’ brand positioning; using electric racing to accelerate sustainable human progress. The creative concept was ‘Electric Acceleration’: the instant torque unique to our electric cars, how we became an official FIA World Championship in just 6 years, our steep EV innovation curve and our rapidly growing audience of progressive sports fans.



We’re an inherently multi-channel brand; hosting world-class events in the world’s biggest cities, broadcasting to millions of fans worldwide and engaging with them year-round across social & digital, so the identity needed to reflect this. The Torque Loop was created to bind the system; an ever-moving, inherently three-dimensional device representing the restless energy at the core of the brand, informing everything from logo to typography and wider brand assets.



We developed three brand 'modes' each with their own unique design strategy and assets, built to communicate the facets of Formula E and our partners. ‘Racing mode’ is our blue core; fast, serious but fun. ‘Reason mode’ allows us to speak softer and resonate with wider sustainability audiences. ‘Culture mode’ is everything dialled up to eleven; vibrant and engaging for entertaining within music, gaming and the arts.



Developed in-house by Formula E’s Brand Design team, the system defines us in every medium, from sound to motion, materiality, print, interior and industrial design, deployed across a wide range of touchpoints from event branding, ticketing, broadcast programming, digital, social, marketing, merchandise, retail and much more.



True to our values, the identity won’t stand still – we built the system with a philosophy and using an approach that allows it to evolve and innovate at the same rate as the championship.