McLaren Racing Reveals New Brand Identity Inspired by Auckland Petrol Station

McLaren Racing has revealed a fresh brand identity inspired by the Auckland petrol station where founder Bruce McLaren built his first winning car. Drawn from a Remuera Road service station operated by his parents in the 1950s and 1960s, the design bridges decades of motorsport history with the team’s current Formula One success.

Remuera Road Roots and the Bruce McLaren Legacy

The typographic inspiration for the new racing identity traces back directly to a suburban service station in Auckland. According to Heritage New Zealand, Bruce McLaren’s father, Les McLaren, purchased the Remuera Road premises in 1959. It was on those grounds that the legendary driver built his first winning vehicle and where many of his early racing machines were serviced alongside cars driven by Australian driver Jack Brabham.

Les and Ruth McLaren operated the business until 1968, maintaining ownership of the property until Bruce died during a test drive at Goodwood Circuit in West Sussex, England, on June 2, 1970. Over the years, the historic site saw varied uses, including a stint as a school uniform centre, before earning recognition from Heritage New Zealand as a category one historic place.

“We’re moving forward with a relentless pursuit of excellence and a determination to challenge convention to drive us further than ever before.”
the organisation, via 1news

Bridging Heritage and Modern Motorsport Identity

The rebrand arrives as text-only brand representations gain traction across the automotive industry, with McLaren Racing adopting a typeface styled after the original service station signage. Alongside the new typography, the racing team retains its iconic Speedy Kiwi emblem, honouring Bruce McLaren’s New Zealand origins.

Lou McEwen, chief marketing officer at McLaren Racing, emphasized the continuity between the team’s origins and its current trajectory.

McEwen noted that the updated look deliberately ties past achievements to future ambitions.

“This evolved identity perfectly bridges that proud heritage with our future ambition. It celebrates the symbols and stories our fans, partners and teammates already know and love, while giving us a more connected expression of where we’re heading next. It feels unmistakeably McLaren.”
Lou McEwen, chief marketing officer at McLaren Racing, via NZ Herald

Championship Momentum Across Global Series

Since Bruce McLaren established the racing team in 1963, the outfit has developed into a premier motorsport powerhouse. The team secured the 2025 constructors’ championship and currently holds third place in the Formula One standings with 364 points ahead of second-placed Mercedes.

Photo: NZ Herald

Throughout its history, the team has launched the careers of multiple Formula One champions, including Lewis Hamilton and current world champion Lando Norris. The organization’s reach extends beyond Formula One into IndyCar, where New Zealand driver Scott Dixon is set to join the Arrow McLaren team next season.