Formula E Brand Refresh | Changed & Accelerated
Redesigning Identity
Founded in 2014, the all-electric motorsport series: Formula E has since undergone a dynamic rebranding and evolved their identity to connect with fans and attract a broader audience. Their progressive and environmentally friendly approach has often seen them compared to Formula 1 due to their shared appeal among motorsport fans.
However, while Formula 1 is steeped in history, tradition, and roaring combustion engines, Formula E champions a different narrative: one of clean energy, sustainability, and technological innovation that aligns with the growing demand for eco-conscious entertainment.
Through a bold rebrand launched in 2023, Formula E aims to amplify its message, bringing the excitement of electric racing to the forefront while positioning itself as a sport that drives change for a sustainable future.
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.
Formula E’s rebranding goes beyond a one-size-fits-all approach. The identity system is divided into three distinct modes that reflect different aspects of the championship and cater to diverse fan segments. Racing Mode is marked by its core blue colour and is fast-paced, serious, and embodies the thrilling side of Formula E. Reason Mode offers a softer, more measured approach that appeals to audiences interested in sustainability, delivering a message about the environmental benefits of electric racing. Finally, Culture Mode is vibrant and energetic, aiming to engage fans through entertainment, music, gaming, and the arts.
Together, these modes allow Formula E to present itself in a versatile way that resonates with a variety of interests and platforms, from racing broadcasts to cultural events.
Formula E’s Brand Design team, which developed this rebrand entirely in-house, crafted an identity that not only defines the championship’s presence across mediums but also enhances it. The team took an expansive approach, creating assets that apply to nearly every aspect of the sport. This includes event branding, digital and social media, broadcast elements, merchandise, and even interior design for events.
Deploying the brand across such a wide range of touchpoints, Formula E ensures that fans have a consistent experience, whether they’re at the race or following along online.
Unlike traditional sports that rely on a fixed brand, Formula E’s identity is designed to evolve. This approach aligns with the values of Formula E, allowing the brand to adapt and innovate alongside the sport. The championship has gained traction globally, and this rebranding effort is the next step in strengthening its position as a leader in electric motorsports. In a competitive arena where Formula 1 remains the benchmark, Formula E is charting its path, focusing on the future of clean energy and the intersection of sport and sustainability.
The rebrand not only promises to elevate Formula E’s visibility but also aims to deepen its impact by bringing fans into a world where racing is intertwined with environmental responsibility. By setting this new standard, Formula E’s refreshed identity snatched them a Platinum in the recent 2024 London Design Awards underscores its role in leading the way for a new era in motorsport, one powered not by fossil fuels, but by innovation, clean energy, and an unwavering commitment to positive change.
Credits
Entry Title: Formula E Brand Refresh
Entrant Company: Formula E
Winning Category: Communication Design - Company Branding
Read more about the design: C&D SHUXIANGYUNJIN by HZS here.
