In a nod to its past, McLaren Automotive has shown the logo that will now be placed on its upcoming models. At first there was the change from the "MP/" naming which broke away from the Ron Dennis era at McLaren. Then there was the change of naming for their F1 cars and now we have the new brand logo which harks back to the days of Bruce McLaren, the founder of the illustrious company.
The new logo (above) is the evolution of the McLaren identity that expresses the ambition, creativity and confidence that is shaping the brands future. The new brand identity is rooted in the vision and restless ambition of founder Bruce McLaren, while reflecting the broader world McLaren is building for its clients, colleagues, fans and global community. At the heart of the identity is a new McLaren wordmark, inspired by the sign above the family Service Station in Remuera, Auckland. Owned by Bruce’s parents, Les and Ruth McLaren, it was where Bruce built the car that would take him to his first racing victory. Recrafting that identity for today, it reconnects McLaren with its origins while giving the brand a confident visual language for the future.
The Speedmark, one of McLaren’s most recognisable symbols, remains at the heart of the brand. Its continued presence reflects the value of continuity and its enduring significance to fans around the world. Papaya also remains a defining element, now joined by an expanded colour palette inspired by pivotal moments in McLaren’s history. The identity also retains the Speedy Kiwi, honouring Bruce McLaren’s New Zealand roots and its longstanding place in McLaren’s history.
McLaren Automotive recently confirmed plans to expand its UK manufacturing and engineering footprint through a £500m investment programme, supporting the next phase of its long-term growth including expanding beyond two-seater sports cars with an upcoming SUV. The first car to feature the new logo is the McL 6GT which was revealed at the 2026 Monterey Car Week.
This model breaks recent use of Dual clutch transmissions on supercars by employing the good old authentic manual transmission – a first for McLaren since the legendary F1 in 1992. The V8 engined McLaren features the new logo at the back. This model is available to order locally via the Daytona Group.