Formula E Brand Refresh | Changed & Accelerated

Formula E’s latest rebranding effort is rooted in its core principle, “Change. Accelerated.” This concept speaks to the championship’s mission of using electric racing as a vehicle to push forward sustainable human progress. The rebranding, titled “Electric Acceleration,” draws from the unique attributes of electric vehicles: instant torque, high speed, and zero emissions. With a younger, more progressive audience increasingly following the sport, Formula E recognises that fans are looking for more than fast cars, they’re drawn to the narrative of racing as a force for environmental good. The refreshed brand aims to mirror this sense of purpose by embracing a modern identity system that resonates with fans and aligns with Formula E's position as a pioneer in electric mobility.

At the heart of Formula E’s new identity is the “Torque Loop,” an ever-moving, three-dimensional design element that reflects the constant energy and momentum within the sport. This design choice symbolises the restless, forward motion that defines both the cars on the track and the brand itself. The Torque Loop features prominently in Formula E’s logo, typography, and visual assets, lending cohesion and dynamism to every piece of content, from physical tickets and merchandise to broadcast visuals and social media posts. The concept is more than just visual branding, it encapsulates Formula E’s commitment to speed, innovation, and the evolving nature of the sport, which they intend to keep fresh and relevant in an era of rapid technological change.