Hamilton, Vettel say old F1 logo was better

World champion Lewis Hamilton believes the new Formula 1 logo unveiled after the Abu Dhabi Grand Prix is not as good as the previous one.

Hamilton, Vettel say old F1 logo was better
The new F1 Logo on the side of the champagne
Podium: Race winner Valtteri Bottas, Mercedes AMG F1, second place Lewis Hamilton, Mercedes AMG F1, third place Sebastian Vettel, Ferrari
F1 logo
The new F1 logo displayed on the podium
Pit lane logo

Liberty Media revealed the simpler design that replaces the iconic logo the sport has been identified with for more than 20 years, with F1 chiefs arguing the previous design was not suited for use with digital platforms or merchandise.

"You cannot stitch the old logo chevron to the right," said F1 commercial chief Sean Bratches. "A number of brands, particularly in this day and age, are trying to simplify their marks to enter the digital space.

"Look at Starbucks, or Coca Cola which has taken the condensation off their logo to enter digital. We felt we had to go a little bit further and really retool to position us on a going forward basis."

The new logo, however, has not been well received by fans, and Hamilton said after Sunday's race that the fresh design is not as iconic as the old one.

"I think the one that we already had was an iconic logo," said Hamilton. "Just imagine Ferrari changing their logo, or Mercedes changing their logo.

"I don't think the new one is as iconic but maybe it will grow on us."

Ferrari's Sebastian Vettel added: "I liked the old one better."

Red Bull team boss Christian Horner said he understands Liberty's desire to be associated with a new image, and reckons the success of the new logo will be judged by Formula 1's finances.

"Does it talk to me? If it generates more cash it is talking very nicely," said Horner. "Obviously it is a new management and they are going through a rebrand.

"You can understand the new owners wanting to have a fresh new image and a logo epitomises an image at the end of the day.  I hope Niki Lauda didn’t trademark his helmet."

shares
comments
Mercedes: Thrashing Ferrari in Abu Dhabi means nothing

Previous article

Mercedes: Thrashing Ferrari in Abu Dhabi means nothing

Next article

Analysis: How Bottas got the killer instinct back

Analysis: How Bottas got the killer instinct back
Load comments
Why the end is nigh for F1’s most dependable design tool Prime

Why the end is nigh for F1’s most dependable design tool

Wind tunnel work forms the bedrock of aerodynamic development in Formula 1. But as Pat Symonds explains, advances in virtual research are signalling the end of these expensive and complicated relics.

Formula 1
Jun 13, 2021
Why Mosley’s legacy amounts to far more than tabloid rumour Prime

Why Mosley’s legacy amounts to far more than tabloid rumour

The newspapers, naturally, lingered over Max Mosley’s tainted family history and niche sexual practices. But this is to trivialise the legacy of a big beast of motor racing politics. Stuart Codling weighs the life of a man whose work for safety on both road and track has saved hundreds of thousands of lives, but whose penchant for cruelty remains problematic and polarising.

Formula 1
Jun 12, 2021
Why pragmatic Perez isn't fazed by no-nonsense Red Bull F1 culture Prime

Why pragmatic Perez isn't fazed by no-nonsense Red Bull F1 culture

Sergio Perez has spent most of his career labouring in Formula 1’s midfield, wondering whether he’d ever get another shot at the big time. Red Bull has handed him that chance and, although life at the top is tough, the Baku winner is doing all the right things to get on terms with Max Verstappen, says BEN ANDERSON

Formula 1
Jun 11, 2021
What the data tells us about the F1 2021 title fight Prime

What the data tells us about the F1 2021 title fight

Formula 1 has been tracking car performance using timing loops mounted every 200m around each circuit – to the extent that it was able to anticipate Ferrari’s 'surprise’ pole in Monaco. PAT SYMONDS explains what this means for this season and beyond

Formula 1
Jun 10, 2021
The weighty issue F1 needs to find a balance with Prime

The weighty issue F1 needs to find a balance with

OPINION: After consecutive street races with contrasting highlights, one theme stood out which has become a prevalent issue with modern Formula 1 cars. But is there a way to solve it or, at least, reach a happy middle ground to help all parties?

Formula 1
Jun 10, 2021
The changes behind a 'feel-good' F1 result in Baku Prime

The changes behind a 'feel-good' F1 result in Baku

OPINION: The Azerbaijan Grand Prix had elements that make Formula 1 really exciting – unpredictability and shock results. This resulted in heartbreak for several of the championship’s regular contenders and joy for others who rarely reach the ultimate limelight. And one of those on the Baku podium is riding a wave of form he’s keen to continue

Formula 1
Jun 9, 2021
The human cost to replacing Formula 1's cancelled rounds Prime

The human cost to replacing Formula 1's cancelled rounds

OPINION: With the global pandemic still lingering, Singapore's grand prix has been cancelled for 2021, with more looking likely to follow. Although Formula 1 has TV deals and profits to chase, retaining a 23-race calendar could be most harmful to those who sacrifice the most for the championship.

Formula 1
Jun 8, 2021
Azerbaijan Grand Prix Driver Ratings Prime

Azerbaijan Grand Prix Driver Ratings

An eventful weekend in Baku full of incident and drama lent the race result an unusual feel, as three drivers scored their first podiums of the year. But it wasn't the eventual race winner who scored top marks in our driver ratings

Formula 1
Jun 7, 2021