British automaker McLaren is looking to its origins as it updates how the brand presents itself today.

The marque has introduced an evolved visual identity across McLaren Automotive and McLaren Racing, revealing a new wordmark. Familiar elements including the Speedmark, papaya color and Speedy Kiwi remain as the company creates a more unified visual language across its road-car and motorsport businesses.

“This evolution of our visual identity captures that spirit,” said David Woodhouse, chief creative officer at McLaren Automotive, in a statement.

“It marks the beginning of a new chapter for McLaren, giving a physical expression to the ambition, creativity and forward momentum that is shaping our future.”

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The redesign gives McLaren Automotive and McLaren Racing a single visual expression for the first time in years.

The Speedmark, the marque’s most recognizable symbol, carries over unchanged. It is inspired by the sign above founder Bruce McLaren’s family service station in Remuera, Auckland, where he built the car that took him to his first racing win.

The Speedy Kiwi, McLaren’s F1 logo and a nod to Bruce McLaren’s New Zealand roots, is also staying. Papaya remains a defining color, now joined by an expanded palette the automaker says is drawn from pivotal moments in its history.

“It celebrates the symbols and stories our fans, partners and team mates already know and love, while giving us a more connected expression of where we’re heading next,” said Lou McEwen, chief marketing officer at McLaren Racing, in a statement.

This is McLaren.

Created for what comes next.

We are proud to reveal our evolved brand identity, one that expresses the ambition, creativity and confidence that is shaping McLaren’s future. 🧡

Our roots remain firmly planted in our legendary history. We’re moving forward with a relentless pursuit of excellence and a determination to challenge convention to drive us further than ever before.

Discover our new brand world: https://t.co/hduY3AaOYA

— McLaren Automotive (@McLarenAuto) September 22, 2026

For the refresh, teams from the racing and automotive sides worked from shared archives, pulling symbols and design details that run from the founder’s earliest years in New Zealand through the present day.

The automaker is using the update to support a curated experience built around personalization, events and community, facets of McLaren ownership it says are as important as its vehicles.

McLaren’s new chief creative officer, joined the automaker’s executive team in July (see story).