McLaren looks to Auckland roots for its new badge

An Auckland workshop sign has provided the inspiration for McLaren’s new visual identity, as the supercar maker prepares to expand into new territory with an SUV and other more spacious models.

The redesigned McLaren lettering draws on the sign above the family workshop owned by Bruce McLaren’s parents. It was there that the young Kiwi developed his interest in cars and engineering, helping lay the foundations for the company that now carries his name.

The new branding will appear across future cars, merchandise and digital channels. Its first appearance on a vehicle came with the McL 6GT, unveiled at Monterey Car Week in California last month, with the McLaren name spelled out across the rear.

For a company planning a broader move into the luxury market, the change puts its New Zealand founder back at the centre of the story.

Speaking to Autocar UK, chief creative officer David Woodhouse said reconnecting with Bruce McLaren was a key part of the process.

“This has been about finding ourselves – coming back to what is essentially us, our founder, the basis of our brand and our mark,” he said. “There’s been a period of not recognising our founder, not showing him, and we wanted to come back to this great foundation of what we’re about.”

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McLaren says the Auckland workshop was also where Bruce built the modified Austin Seven that delivered his first victory at Muriwai Beach.

That history has informed the new look, although Woodhouse says the company’s plans remain firmly focused on what comes next.

“This is all about the future, and the meaning behind the wordmark is about future intent of putting us where we need to be.”

The lettering introduces a bespoke typeface called McLaren Sans, which will be used consistently across the business. The familiar Speedmark symbol will remain, but take a supporting role as the written name becomes the more prominent identifier.

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There could also be a clue to future model names in the McL 6GT. The first three letters of McLaren double as an abbreviation for McLaren Cars Limited, something Woodhouse says will feature in future badging and naming. He stopped short of confirming whether other cars would adopt the McL prefix.

The colour palette is changing too. Darker, midnight-inspired tones will play a larger role in the road-car business as McLaren seeks a more overtly luxurious image.

Papaya Orange isn’t disappearing, but it will become more closely associated with the racing teams, with selective use continuing across the automotive operation.

The rebranding accompanies much bigger changes behind the scenes. McLaren has announced plans for a second UK factory, in-house engine production and an expanded line-up that includes front-engined vehicles with two rows of seats, including an SUV.

That will take the company well beyond its established supercar formula. The new lettering gives those future models a direct link back to the Auckland workshop where Bruce’s story began.