New F1 logo.....

[Derek Smith]

Vaud said:

Worth a read on the creative process to those that imply it is the work of a moment:

https://www.creativereview.co.uk/formula-1-unveils...

It's the work of a team, that's for sure.

The linked article is hype though. A new logo is a new logo. It does not, as they seem to suggest, represent 'the most significant change to the sport since its acquisition by Liberty Media in January this year.' At least I hope not.

With logos, what customers want and what designers push are two entirely different things. Logos has a number of functions, none of which include being clever. The design is merely something that is identifiable in whatever form it takes: printed, TV, email, etc.

Designers! so far up their fundament that they can clean the back of their teeth. It's a logo, not the answer to life, the universe or anything other than branding.

This logo is not forgettable as it will be seen ad nauseum every race weekend. I said earlier that the new logo would be too something or other. I was wrong. All this one is is not bad.

[rdjohn]

Vaud said:

Worth a read on the creative process to those that imply it is the work of a moment:

https://www.creativereview.co.uk/formula-1-unveils...

It was interesting watching the contrast in styles between Sean Bratches and Ross Brawn on C4 yesterday. Ross, as usual, was very pragmatic. But Sean Bratches was the complete opposite. Having read the creativeview piece, it looks like a meeting between Bratches and the creative team would fit perfectly into the W1A TV series. Pure vacuous BS, that ultimately achieves nothing. The teams are already ticked-off about the fall in prize fund income, because of Liberty’s spending on extra-curricular activities.

Along with others, I believe that the new logo is an utter irrelevance, compared to loss of viewers by going to non-terrestrial tv. A race like yesterday’s does not help either. As Ross explained, the viewer needs to be put at the centre of everything we do.

QED, fewer viewers, everything becomes less relevant.

The kids they think they are trying to attract are already more into Esports and rarely watch TV in the same way that we do. Their other tendency is an unwillingness to pay for content.

[coppice]

If the sport spent even a little more time reflecting on the absurdity of the current F1 -insanely expensive cars which can't overtake, awful noise ,thin grids , farcical penalty system and an obsession with racing in places with ghastly human rights records and no interest in F1 - and a bit less time on bloody logoes , brand equity and similar horse st it would be in a far , far better place

[angrymoby]

Vaud said:

Worth a read on the creative process to those that imply it is the work of a moment:

https://www.creativereview.co.uk/formula-1-unveils...

You ever met a CD?

Those in the 'creative process' will know exactly how long that Logo took to come up with ...most of the time would've been creating 'bumf' & creating a BS brief with fancy bits of paraphernalia for the client, i mean there's a straight fkin' line as a Logo in that booklet- that is clearly an in-joke.

Interesting the name checking of tDR & WipEout ...I love/loved both, but think the tDR would've have done a better job (if they were still going) imho

No idea if W+K have any ex-tDR staff, or whether they're just fans ...ill check

[anonymous-user]

coppice said:

If the sport spent even a little more time reflecting on the absurdity of the current F1 -insanely expensive cars which can't overtake, awful noise ,thin grids , farcical penalty system and an obsession with racing in places with ghastly human rights records and no interest in F1 - and a bit less time on bloody logoes , brand equity and similar horse st it would be in a far , far better place

Amen to that........

[Alex Langheck]

coppice said:

If the sport spent even a little more time reflecting on the absurdity of the current F1 -insanely expensive cars which can't overtake, awful noise ,thin grids , farcical penalty system and an obsession with racing in places with ghastly human rights records and no interest in F1 - and a bit less time on bloody logoes , brand equity and similar horse st it would be in a far , far better place

Exactly - can't argue with any of that. The sport gets the logo it deserves.......

[8V085]

They could have saved a lot of money by going to www.fiverr.com where custom logos are available from as low as 5 usd (or perhaps they have).

[sparta6]

New logo is clearly aimed at kids.

Would look better if they removed "FIA" from footer, and established their own governing body

[Derek Smith]

angrymoby said:

You ever met a CD?

Those in the 'creative process' will know exactly how long that Logo took to come up with ...most of the time would've been creating 'bumf' & creating a BS brief with fancy bits of paraphernalia for the client, i mean there's a straight fkin' line as a Logo in that booklet- that is clearly an in-joke.

Interesting the name checking of tDR & WipEout ...I love/loved both, but think the tDR would've have done a better job (if they were still going) imho

No idea if W+K have any ex-tDR staff, or whether they're just fans ...ill check

With three others I set up a 'design studio', this back in the 60s. Of the three, two were quite good at graphic design and one was inspired. As for me, I was mediocre on a good day (getting a distinction in my final year - surprised everyone, including me) but I'd made a fair bit of money as a student by providing corporate branding as I called it. It was business cards, paperwork, shop fronts and van graphics with a common theme. I was into quantity more than quality.

The demarcation was them designing and me selling.

I would see the customer, ask what they liked, rough out a design, throw in a skeleton logo and then take it back to the others for them to sod about with for weeks and they to come up with something entirely unlike anything the customer wanted. When I criticised, they'd say 'We started with it as a base . . . '

Whilst I was no cop at design I knew good work and they produced it. Unfortunately it wasn't what the customer wanted. I'd take half a dozen pre production prototypes to show the customer and have them all rejected.

The company didn't last.

This logo looks like something I'd have produced.

[LDN]

It’s a poor logo. A shame as it’s an opportunity lost.

[Doink]

But it's subjective isn't it, somebody liked it somewhere because it got signed off, if they'd of asked here first nothing would of got done lol and the idea shelved, you can't please all the people all of the time and all that.

I don't like halo's, 13" wheels, shark fins or even the design path an F1 car has taken since the 60/70s but someone somewhere does

[LDN]

^ yes but logos are not so much like art in that there are logos that can be considered as good and bad, from a technical aspect. The new logo is quite poor really; but I agree with most of what you’re saying.

[tigerkoi]

rdjohn said:

Vaud said:

Worth a read on the creative process to those that imply it is the work of a moment:

https://www.creativereview.co.uk/formula-1-unveils...

It was interesting watching the contrast in styles between Sean Bratches and Ross Brawn on C4 yesterday. Ross, as usual, was very pragmatic. But Sean Bratches was the complete opposite. Having read the creativeview piece, it looks like a meeting between Bratches and the creative team would fit perfectly into the W1A TV series. Pure vacuous BS, that ultimately achieves nothing. The teams are already ticked-off about the fall in prize fund income, because of Liberty’s spending on extra-curricular activities.

Along with others, I believe that the new logo is an utter irrelevance, compared to loss of viewers by going to non-terrestrial tv. A race like yesterday’s does not help either. As Ross explained, the viewer needs to be put at the centre of everything we do.

QED, fewer viewers, everything becomes less relevant.

The kids they think they are trying to attract are already more into Esports and rarely watch TV in the same way that we do. Their other tendency is an unwillingness to pay for content.

I think the deeper subtext to all the views and opinions expressed about the new logo, is really how utterly disappointing Liberty F1 have been. They just appear ‘small fry’.

I can’t quite place where I saw or heard it, but as I understand it, Niki Lauda laughed in the face of some Liberty ‘executive’ at the mooted idea of the drivers walking to the grid with similarly garbed kids as mascots. As they do in football for significant matches. And Lauda’s view was ‘...really? Is that the very best you can do? Is that what’s Liberty been burning the midnight oil on and bringing to the table?! Copying football is your great innovation for F1?’

There is nothing wildly unusual about a company having bought a business look for ways to harmonise its working practices, exploit the product and corporately ‘tidy things up’. Bring a new logo along perhaps. But normally in a business buyout situation those on both sides would tend to be similarly experienced of the business they’re in. For instance a global mining group would be odd purchasers of, say, a pharmaceuticals conglomerate. Which in turn means that when you have this almost unique sporting franchise with all of its history, intrigue, politics, tragedy, records....the crashes, the sparks flying, the fights, the nail biting finishes....suddenly owned by a media company, then let’s not be surprised that their idea of the way forward is more razzmatazz (Austin, which was just embarrassing) and all this loose talk of ‘pivoting the business for digital’.

I noted Chase Carey’s recent words on when they took over, “there was nothing, no systems, governance”. But if over decades Ecclestone could/can liaise directly with a Mateschitz, a Putin, a Marchionne, countless heads of state, princes, emirs, other self made billlionaires, then a mere careerist with an MBA who now has the big seat might be spending furiously behind the scenes on ‘Infrastructure’ to have even the smallest chance of understanding all the relationships, the interrelations etc.

Chase Carey might very well be a nice guy but he doesn’t have the skill set to run a dynamic, buccaneering company. Ability to run a nice tidy organised business with all that American governance, sure? But a buccaneering company does things like Baku. A nice tidy organised business does not. Effort will more likely be expended on securing more races for the States. An interesting corollary might be Lonrho. A conglomerate ran - fiefdom - by Tiny Rowland that pulled off some extraordinary business moves and operated nimbly and opportunely because operations with lean, tight command structures can just get things done. But as Rowland died, and a more high powered corporate group took over feeling they could do great things, they just ended up killing the firm. I don’t think Lonrho even technically exists anymore.

Wolff, Lauda, Marchionne, Abiteboul have all started to posit if Liberty actually, like you know, have an actual clue as to what they are actually doing. The small fry like Haas won’t raise their heads above the parapet because a honest rebalance of finances will help those sort of teams. Gene thought with a decent little company behind him, success in other series and a sensible plan that from 2014 onwards he’ll come good. Instead, what Bernie indirectly forecast starts to become true: it’s the billionaires boys club, not the 0.3 billionaires boys club. Gene is starting to bleat and my guess is that he becomes a Liberty ally for survivability reasoning.

Zac Brown? Well considering he nearly went there before McLaren says he sorta sings that tune already. On another note whilst I think Brown is awful at McLaren, I’d bet my bottom dollar he’d be doing an infinitely better job than Bratches at stepping the commercial game up. Brown has a bigger vision than asking Michael Buffer to warm the crowd. Horner. Horner is Horner, chinless public school, entitled and in bed with the bland Sky F1 lot, all back slapping, false matehood and Lazenby/‘Crofty’ cringe. The combined message from these types is everything Liberty good, and all people not drinking the Liberty Kool-Aid are naughty and Not Thinking Of Our Great Sport. And with Chase Carey an NED of Sky PLC then you can see that one of the major F1 broadcasters are going to be flying the flag - rah rah Liberty!

Having an octogenarian - albeit one in excellent shape - so tightly control and grow such an iconic, historic and popular sport, for so long, was downright odd. But for all it’s ills, to find a sport that had racers and similar minded sharks all in the same pool now being run by people like Ellie Norman, who say things like this...

“.....we recognised the power of a visible change to our identity, one which will establish Formula 1 as a global brand that befits a global, digital-first media age. That means a set of behaviors that deliver personality and a new logo that can work on a multi-dimensional level are crucial components of our rebrand....”

...mean that a business and sport that’s been fighting with itself for years on staying as close to its fan base as possible will actually further the decline. Branding, marketing, ‘customer experience’ people will blandish and smooth the experience so far that it will become even more anodyne than it currently is.

A visceral memory for some kid of Villeneuve fending off all at Jarama in ‘81 won’t be easy to link for that older guy who’s now hearing that he needs to ‘get the app!’ and ‘we’re investing in all these amazing digital platforms!’ No, guys, focus on making the racing and action visceral again. That’s what most fans really want.

Edited by tigerkoi on Friday 8th December 03:31

[tigerkoi]

Oh I wish I’d mentioned this - it’s almost ironic. On the corporate Liberty Media website where they list out all of John Malone’s company’s major concerns they still have the old F1 logo loud and proud. Looks like Carey and Bratches need to send a polite request to their bosses to get them to update!

http://www.libertymedia.com/companies/formula-one-...

[C Lee Farquar]

Mr Malone doesn't appear to be on message

[tigerkoi]

Incredulous isn’t it! Makes a bit of a mockery of all the expertise they pronounce they bring to bear in marketing, branding, communications, “digital”.....

[amgmcqueen]

The old(proper)logo is still being used on Google.....somebody not wanting to acknowledge the new one exists?

Can't blame them!

[Eric Mc]

With the introduction of the halo, I think this should be the new logo -

[tigerkoi]

amgmcqueen said:

The old(proper)logo is still being used on Google.....somebody not wanting to acknowledge the new one exists?

Can't blame them!

Read above. Like I mention, even on the Liberty Media corporate website - overarching owner of Liberty Formula One Group - they still use the old logo there.

Now that is odd. It’s one thing old artefacts still haunting Google, and quite another for the corporate entity not to be fully on message top to bottom.

[ajprice]

http://www.telegraph.co.uk/business/2018/01/14/for...

The logo may breach a trademark application with 3M made in February 2017 for 3M Futuro compression tights



"A 3M spokesman said: “3M filed a US trademark application for the Futuro logo on Feb 20 2017. Also, we have not had any discussions about the logo with the other party. We are looking into this matter further.”

The filing gives 3M precedence as F1 didn’t lodge the application for its new logo until November and EU authorities are still deciding whether to register it."