Formula E has unveiled a dynamic new brand identity, marking a decisive evolution at a pivotal moment as it prepares to enter its next era.
The timing coincides with the revolutionary Gen4 race car debuting in December, its biggest global calendar to date, a landmark streaming partnership with Disney+, and a new high-stakes E-PrixUnleashed format. Formula E is shifting gears; and has built a visual identity to match.
The evolved identity signals a decisive shift in how Formula E presents itself to the world. The brand now delivers a confident statement on what high-performance, sustainable racing is today.
Built for a dynamic landscape of live sport, streaming, social, and gaming, the update is deliberately kinetic.Its visual language channels forward surge, speed, and constant motion, blending the raw competitive DNA of motorsport with the immediacy of contemporary culture.
At the centre of the visual update is anangular, motion-led logomark featuring hidden “F” and “E” design elementsthat communicate forward movement and speed. The broader system includes updated broadcast graphics designed to improve viewing clarity during high-speed, wheel-to-wheel battles.
As a challenger brand, Formula E set out to create something unique with real standout,aiming to sit between motorsport and contemporary cultureby blurring and reflecting the relentless momentum and enduring pursuit of progress that sits at the heart of the Championship and is shared by its global fans.
The visual identity is structured around five core strategic pillars:
Speed, Technology and Competition: Highlighting extreme performance, technical sophistication, and close wheel-to-wheel racing.- Cultural Relevance: Designed to show up in culture, not just motorsport, from social and streaming to gaming, live events, fashion and beyond.
- Purpose Driven by Performance: Re-framing sustainability not as a compromise, but as a primary engine for speed, innovation, and technological breakthrough.
- Evolution for Loyal Fans: Retaining foundational values-innovation, progress, and competition-while carrying them into a more modern, expressive platform.
- Platform for Partners and Host Cities: Providing flexible, ownable brand assets for sponsors, manufacturers, and host cities to build deeper connections with younger, culturally engaged audiences.
The brand architecture spans a modernised logo, refined typography, dynamic colour palettes, high-energy motion graphics, and an evolved broadcast package designed to look as alive on a phone screen as it does at 200 mph on track.
Bold colours and expressive typography capture the relentless and dynamic energy, and the result is a more expressive and recognisable Formula E world across every fan touchpoint.
Source: Formula E
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