Formula E unveiled a new brand identity, signalling a shift toward a faster, more culturally relevant global motorsport with new design elements and partnerships.

Formula E has rolled out a bold new visual identity, marking a decisive step toward a faster, more culturally resonant era for the electric‑powered racing series.

A Fresh Look for a Global Motorsport

The refreshed brand features a sleek, angular logo that echoes the series’ emphasis on speed and sustainability. The design language extends to a revamped colour palette, dynamic typography, and motion‑focused graphics that will appear across cars, circuits, and digital platforms.

According to the series’ organisers, the overhaul is intended to better reflect Formula E’s evolution from a niche championship to a mainstream, globally recognised competition that attracts younger audiences and high‑profile partners.

Strategic Partnerships and Cultural Reach

Alongside the visual refresh, Formula E announced new collaborations with lifestyle brands and tech innovators, aiming to embed the sport deeper into pop culture. These partnerships are expected to deliver immersive fan experiences, from augmented‑reality trackside activations to exclusive merchandise drops.

Design Elements in Action

The updated logo will debut on the front of the Gen3 race cars this season, accompanied by a new livery scheme that highlights the series’ commitment to clean energy and high performance. Trackside signage, broadcast overlays, and the official app will all adopt the refreshed aesthetic, creating a cohesive visual narrative for viewers worldwide.

  • Angular logo inspired by electric arcs
  • Vibrant teal and midnight black colour scheme
  • Custom typeface designed for high‑speed readability
  • Dynamic motion graphics for broadcast and social media

The brand evolution is also a signal to sponsors that Formula E is positioning itself as a forward‑looking platform where technology, sustainability and entertainment intersect.

We wanted a visual identity that matches the energy and ambition of our sport, while speaking to a new generation of fans.

The rollout will be supported by a global marketing campaign, leveraging the series’ existing presence in major cities such as London, New York, and Hong Kong, and expanding into emerging markets where electric mobility is gaining momentum.

For a detailed look at the new branding and its implications for the future of electric racing, see the full coverage by LBB Online’s report on Formula E’s brand refresh.