Formula E Unveils New Brand Identity

The ABB FIA Formula E World Championship has officially unveiled a new brand identity designed to unify its strategy and upcoming technical evolution, and global media expansion.

Launched ahead of the anticipated December debut of the revolutionary GEN4 race car, the visual refresh translates the organisation’s core ambition of making progress thrilling into a faster, more visceral consumer experience.

Designed for a complex digital landscape spanning live broadcasting, streaming platforms, social media, and gaming, the updated brand architecture features an angular logomark with hidden “F” and “E” elements that signify acceleration and continuous motion.

The overhaul aims to position the all-electric championship firmly at the intersection of professional motorsport and contemporary culture, creating a flexible, high-value asset base for global corporate partners, manufacturing stakeholders, and host cities.

Highlighting the impact driving the rebrand, chief marketing officer Formula E, Ellie Norman, 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.

“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,” Norman said.

The strategic rebrand coincides with the championship’s largest global calendar to date, a landmark streaming partnership with Disney+, and the introduction of the high-stakes E-Prix Unleashed format, marking a major turning point for the series.

Major automotive manufacturers such as Porsche, Jaguar, Nissan, Stellantis, Mahindra, and Lola Cars continue to back the series as an essential competitive testbed for cutting-edge sustainable vehicle technologies.

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