Formula E has revealed a striking new brand identity, marking a decisive evolution as the ABB FIA Formula E World Championship steps into its next era. This visual overhaul arrives right alongside massive milestones for the series, including its biggest global calendar to date, a landmark streaming partnership with Disney+, a new high-stakes E-PrixUnleashed format, and the revolutionary GEN4 race car making its debut in December.
That said, the update is deliberately kinetic and built to handle a dynamic landscape of live sport, streaming, social, and gaming. 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 center of the visual update is an angular, motion-led logomark featuring hidden "F" and "E" design elements that communicate forward movement and speed, while the broader system includes updated broadcast graphics designed to improve viewing clarity during high-speed, wheel-to-wheel battles.
The entire visual identity is structured around five core strategic pillars. These cover speed, technology and competition to highlight extreme performance and technical sophistication; cultural relevance to show up in streaming, gaming, fashion, and live events; purpose driven by performance by re-framing sustainability as a primary engine for speed and innovation; evolution for loyal fans to retain foundational values while moving to a modern platform; and a platform for partners and host cities to build deeper connections with younger audiences.
Ellie Norman, Chief Marketing Officer Formula E, said: “Formula E is growing rapidly across every dimension; from the racing on track to our global audience and commercial partnerships. Our previous identity represented an earlier chapter; this brand refresh reflects exactly where we are going next.”
Norman added: “We believe progress should be thrilling. We are no longer asking people to imagine what the future of racing could be, we are showing them what it looks like. It is fast, competitive, technologically advanced and culturally relevant, and we want the world to experience it that way.”
The brand architecture spans a modernised logo, refined typography, dynamic color 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. For core motorsport fans, the evolution retains the foundational values of innovation and competition, and the championship continues to serve as a vital competitive ground for world-leading automotive manufacturers including Porsche, Jaguar, Nissan, Stellantis, Mahindra, and Lola Cars.
