Modern Luxury
We created a supercharged graphic language that empowers McLaren to create next-gen content.
Corporate to Human
Static to Active
Product to Feeling
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Always moving, never static
The McLaren brand world goes beyond its products. We developed a toolkit to introduce motion, a new colour and content theory, alongside typography and a tone-of-voice that unified McLaren Automotive and McLaren Special Operations (MSO). To roll this out globally, McLaren teams received training and inductions to implement the new identity across all touchpoints.
The ethos of Forever Forward encapsulates an always-moving-never-settling approach by remixing the brand’s past experiences to create something fresh.
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Building character
We revitalised the brand elements with the vigour and personality of a progressive, future-facing brand.
We used McLaren’s lighter and more agile logo to influence a streamlined type expression and support beautifully shot imagery. A secondary typeface was also introduced to help content evolve in a digital world and build new relationships between product and typography.
Focussing on the core identity, we created the ‘M angle’ — a unique element for brand expression and a portal for breathtaking content. We also established the speedmark and built its equity with a new colour theory and by incorporating it into the car naming convention. It has become an immediate signifier of McLaren within the brand world.
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Passion. Energy. Drama
As part of McLaren’s new supercharged visual identity, we instilled the brand expression with emotion and motion. It shows cars in the environments they were made for and gets up close — celebrating form with dynamic transitions.
The McLaren Motion Toolkit is a collection of motion assets that incorporate the new McLaren identity elements. It includes eight chapters of artworked compositions, with instructions on how they can be developed for a motion film.
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Velocity Orange
A reactive colour theory and application reinforces the power and freshness of the new identity.
Progressing from static colourways, McLaren’s ‘Velocity Orange’ brings movement, tone and vibrancy. To get the best from the brand’s motion-inspired colour theory, we established secondary colours that help the brand elements react to different types of content with agility.
