McLaren Rebrand & Brand Identity

McLaren is the car and motorsport company founded by New Zealand racer Bruce McLaren, made up of McLaren Automotive and McLaren Racing. Its 2026 rebrand brings both under one identity, keeping the Speedmark, papaya orange and Speedy Kiwi, and adds new name lettering modeled on the sign above the Auckland service station where Bruce built his first winning car. The aim was one system that stretches across cars, racing and community without losing what fans already value.