A new visual identity for Formula E

New look for a new life. In 2023, the Formula E will change dimension with the arrival of the Gen3 single-seaters. Much faster and more efficient, the third generation electric vehicles will take the championship, created in 2014, to a new level. So, to mark the occasion, Formula E has unveiled a brand new visual identity. According to its creators, this new logo “draws inspiration from the instantaneous torque of electric acceleration”.

.@FIAFormulaE today unveiled a fresh new look ahead of its Season 9 that will see the debut of the Gen3 car, in some new iconic venues, with exciting format tweaks. Bring it on!#FIA #ABBFormulaE pic.twitter.com/yAFgMlWWoq

- FIA (@fia) November 28, 2022

At the heart of this new identity is the “Torque Loop”, which represents “excitement and energy” of Formula E. This loop is at the origin of the new logo, the new typography and the new animation of the brand.

Formula E retained blue as its main color, a symbol of electricity, but expanded its palette to include a more extensive color system. The championship thus wants to highlight its three main axes: world-class motorsport, cutting-edge technologies in terms of sustainability and positive impact on the global community. The brand identity change will be implemented in the coming days, starting with the digital domain of Formula E. In 2023, new features will go live to improve the fan experience. 

New sounds for Formula E

In addition to the visual look, the electric championship will also adopt a new sound identity. Recordings made during testing of Gen3 cars were captured to form the basis of sounds used from 2023 during television animations. Like the Formula 1, the new Formula E-specific theme was recorded with a 55-piece orchestra at Abbey Road Studios.

“This new identity is part of our ongoing desire to build a new category of leading sport, said Henry Chilcott, Formula E marketing director. It's a system designed to inspire and excite fans around the world. We want to create a stronger and more extensible platform for our partners, teams, manufacturers and broadcasters. »

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