09/24/2026
A logo is never just a logo.
When McLaren unveiled its evolved identity, the reaction was mixed. Some saw a step away from the edge that made it recognizable.
Then the story behind the wordmark came out: its shape was inspired by the sign above Bruce McLaren’s family service station in Remuera, Auckland.
The design had a deeper connection to the brand’s beginnings. Context changed how people saw it.
Good branding creates recognition. Great branding creates meaning.
That meaning can live beyond a logo, in the apparel, gifts, packaging and experiences people actually hold onto. That is where we think physical branding gets interesting.