Formula 1 has revealed its new logo design after the season-ending Abu Dhabi Grand Prix with a fresh look for 2018 aimed at marking the Liberty Media era.

With Liberty Media taking control of the sport at the start of this year, the US owners have been keen to shake-up the sport’s image while also declaring an end of the Bernie Ecclestone stewardship.

Earlier this month three designs were leaked as potential new F1 logos but in the official revealing an all-new and different logo has been selected incorporating a red and white look, which commercial boss Sean Bratches says marks the start of a wider rebranding programme that will come into full focus next March ahead of the start of the 2018 season.

“From a broader perspective we would like to include this in a much larger brand relaunch which will take place in March, where we are going to relaunch the brand and introduce a new graphic package for our television production,” Bratches said. “We are going to unveil a new production conceit, unveil a brand new responsive web platform, social capabilities, TV platform.”

Bratches also gave a nod to the former logo, used for 23 years, and hopes the new design can improve and enhance F1’s brand awareness to a wider audience.

“We hold in high regard the incumbent mark,” he said. “It’s served Formula One extremely well for the past 23 years but in terms of where we’re taking the business and our vision for the business, it’s the negative space in the ‘1’ doesn’t come through candidly in digital. We wanted to keep it simple and clear, and I think that’s important.”

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