The 24 Hours of Le Mans unveils its new brand identity

The Automobile Club de l'Ouest (ACO) opens a new chapter in its history this Friday, April 24, 2026. 24 Hours of Le Mans by unveiling a completely redesigned brand identity, created in collaboration with frog, part of Capgemini, a global creative consultancy specializing in reinventing business models and experience strategies.

Structured around a founding principle – Draw your legend – this new identity crystallizes a century of audacity, endurance and humanity, while projecting the race into a new era.

This rebranding is part of the ACO's overall development strategy, which aims to strengthen the international reach of the 24 Hours of Le Mans while preserving the essence of the event. With the race attracting over 300,000 spectators to Le Mans each year and uniting millions of enthusiasts worldwide, it was essential to equip the 24 Hours of Le Mans with a brand identity befitting its status: that of a comprehensive event that transcends motorsport.

« The 24 Hours of Le Mans is not just a race, explains Pierre Fillon, President of the Automobile Club de l'Ouets (ACO). It's a living legend, a collective experience that leaves a lasting mark on everyone involved – drivers, teams, partners, spectators, and volunteers. This new identity reflects this reality: we're not changing who we are, we're revealing more faithfully what the 24 Hours of Le Mans has become. Write your own legend – that's our invitation to everyone to be part of this story. »

At the heart of this new identity, "La Trace" embodies the movement, emotion and intensity of the race, with a modern and immersive expression across all media.

The Trace: a living visual language

At the heart of this new identity lies La Trace, a resolutely contemporary and intensely sensory visual language that embodies the movement, emotion, and ritualistic nature of the event. La Trace creates a dialogue between heritage and innovation, symbolizing intention, choice, and forward momentum. It represents the unique journey of each individual who engages with Le Mans and captures the tension, rhythm, and emotional depth that define the race.

This creative system now allows the 24 Hours of Le Mans to express itself with renewed coherence and strength across all its points of contact: event communication, spectator experience, partner activation, digital content and merchandise.

« Trace Your Legend tells the story of what makes Le Mans so special: an experience where every second counts, where every action leaves a mark; where drivers, teams, fans and partners each write, in their own way, a story that lasts a lifetime and extends far beyond the circuit. " express Elisabeth Jamot, head of the "Brand Creative" activity and Olivier Picard, head of creation, design and innovation at frog, part of Capgemini.

By embracing this new creative direction, the 24 Hours of Le Mans reaffirms its unique position in the global sporting and entertainment landscape. The event is no longer defined solely as the world's greatest endurance race, but as a collective, immersive experience deeply rooted in its time – a cultural phenomenon that connects generations and leaves an unforgettable mark.

This development comes as the ACO continues the ambitious development of the 24 Hours of Le Mans ecosystem, with the ongoing modernization of the circuit and its hospitality infrastructure, the strengthening of off-track programming and the deployment of service experiences for an ever wider and more diverse public.

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