Brand Guidelines McLaren RacingApril 24 Version 1.4FOREVERFORWARD
Welcome to McLaren Racing's brand guidelinesMeet McLaren Racing Brand platform Core brand Brand assetsTone of voice Brand architecture Approvals ABCDEFGIt will help you understand the brand: our history, our values, our philosophy.And it will help you use the brand, by outlining our visual identity, tone of voice, and key assets.Because in the end, the McLaren Racing story belongs to all of us.The guidelines are designed for everyone who works with the McLaren Racing brand, from partners and agencies to teammates across our racing series.©2024 McLaren Racing Limited — Private and Confidential V1.42
IntroductionStyle guidesThese guidelines are designed to help you understand McLaren Racing, the umbrella brand that spans our individual racing teams. Each team has a separate style guide to give you �reater detail on t�e ��e�ifi� application of its brand.This document©2024 McLaren Racing Limited — Private and Confidential V1.43
A team born on the track. Now 60 years young, and still doing it for the thrill of the chase.Meet McLaren RacingA©2024 McLaren Racing Limited — Private and Confidential V1.44
Meet McLaren Racing NarrativeA young man whose pioneering spirit inspired generations of racing fans. From building cars in his shed in New Zealand to becoming the youngest ever Grand Prix winner in 1959, Bruce never stopped pushing to get more performance from his car and himself.In the beginning, there was Bruce©2024 McLaren Racing Limited — Private and Confidential V1.45
Meet McLaren Racing NarrativeThen there was McLarenBruce founded his racing team in 1963. He instilled a passion for innovation, with a strong sense of teamwork and belonging. When Bruce died in 1970 while testing his Can-Am car, the team he built refused to quit. They honoured his memory by making history in his name.©2024 McLaren Racing Limited — Private and Confidential V1.46
One of the most iconic teams in racingSince McLaren entered F1, over 100 teams have come and gone. We’ve proudly called some of history’s best drivers our own. We’ve won hundreds of races and dozens of championships across our series. But more than that, we’ve won the hearts of millions of fans.Meet McLaren Racing Narrative©2024 McLaren Racing Limited — Private and Confidential V1.47
Meet McLaren Racing NarrativeToday, there’s more to McLaren than ever before Racing in six series: Formula 1, Formula E, Extreme E, IndyCar, Formula 1 Academy and F1 Sim Racing. ©2024 McLaren Racing Limited — Private and Confidential V1.48
Meet McLaren RacingNarrativeWe now share the exhilaration of racing with a worldwide community of 500 million fans.Our family is growing©2024 McLaren Racing Limited — Private and Confidential V1.49
Meet McLaren RacingNarrativeAnd we’re just getting startedWe strive to live up to Bruce McLaren’s...
