user icon

Bratches says mixed reaction to logo "good for the sport"

  • Published on 03 Dec 2017 15:11
  • comments 3
  • By: Fergal Walsh

Formula 1 commercial chief Sean Bratches says that the mixed reaction to the new official logo is good for the sport. At the Abu Dhabi Grand Prix last weekend, F1 unveiled its new official logo, which did not go down well with many fans.

On the Youtube video of the big reveal, it received 8,000 likes to 16,000 dislikes. On social media platforms, fans consistently called for the old logo to make a comeback. However, Bratches says that the criticism is a good thing for the sport as it shows fans care.

"These are difficult changes – as it is any time you change a corporate mark, and particularly one around a passion brand," Bratches said to Autosport. "The incumbent mark has been around for decades and it served the sport well. But we have not gone into this light-heartedly, and we have given it a lot of thought."

"It seemed from my perspective and from the moment Chase [Carey] called me, it was one of the things I really wanted to look at. From my eye, it [the old logo] seemed to be dated, it seemed to not reflect where the sport could go.

"People have an opinion," he added. "And it is good people have an opinion because they care. And, as the caretakers of this sport and brand, we feel very strongly about it. And ultimately we will demonstrate to the marketplace that this brand will survive and thrive."

Drivers too have responded negatively to the new logo, with Lewis Hamilton stated that he preferred the old one. Ellie Norman, head of marketing of F1 said that the new logo takes inspiration from the low profile shape of the car, two cars crossing a finish line. 

 

Fergal Walsh

Replies (3)

Login to reply
  • kngrthr

    Posts: 203

    it probably cost a million.
    maybe better used somewhere else

    • + 0
    • Dec 4 2017 - 00:23
  • Barron

    Posts: 625

    Not impressed with Liberty fiddling so far. Drivers in smoke filled tunnels and now logo change. They need exciting vision for the future!

    • + 0
    • Dec 4 2017 - 11:29
  • Feeble minds always resent change, and talk about "the good ol' days" I agree it's good because it got people engaged. Either angrily or excitedly. The logo is ok, I'm sure it will grow in me. But that's the least of my concerns. In every other respect, I am delighted with Liberty's initiatives to try new things and modernize the sport. Bernie left the sport in shambles.

    • + 0
    • Dec 4 2017 - 19:46

BE Grand Prix of Belgium

Local time 

BE Grand Prix of Belgium

Local time 

Related news

World Championship standings 2021

Show full world champion standings

Test calendar

Bahrain International Circuit - Winter testing

See full test schedule

Give your opinion!

Will Bottas challenge Hamilton for the world championship in 2020?

Driver profile

  • Team Mercedes
  • Points 2,467
  • Podiums 102
  • Grand Prix 128
  • Country GB
  • Date of b. Jan 7 1985 (36)
  • Place of b. Tewin, GB
  • Weight 68 kg
  • Length 1.74 m
Show full profile

Formula 1 Calendar - 2021

Date
Grand Prix
Circuit
-
Bahrain
26 - Mar 28
Bahrain
16 - Apr 18
Italy
7 - May 9
Spain
20 - May 23
Monaco
4 - Jun 6
Azerbaijan
18 - Jun 20
France
25 - Jun 27
Austria
2 - Jul 4
Austria
16 - Jul 18
United Kingdom
30 - Aug 1
Hungary
27 - Aug 29
Belgium
3 - Sep 5
Netherlands
10 - Sep 12
Italy
24 - Sep 26
Russian
1 - Oct 3
Singapore
8 - Oct 10
Japan
22 - Oct 24
United States of America
29 - Oct 31
Mexico
5 - Nov 7
Brazil
19 - Nov 21
Australia
3 - Dec 5
Saudi Arabia
10 - Dec 12
United Arab Emirates
See full schedule

Formula 1 Calendar - 2021

Date
Grand Prix & Circuit
26 - Mar 28
16 - Apr 18
7 - May 9
20 - May 23
Monaco Monte Carlo
4 - Jun 6
Azerbaijan Baku City Circuit
18 - Jun 20
France Paul Ricard
25 - Jun 27
Austria Red Bull Ring
2 - Jul 4
Austria Red Bull Ring
16 - Jul 18
United Kingdom Silverstone
30 - Aug 1
Hungary Hungaroring
27 - Aug 29
3 - Sep 5
Netherlands Circuit Zandvoort
10 - Sep 12
Italy Monza
24 - Sep 26
Russian Sochi Autodrom
1 - Oct 3
8 - Oct 10
22 - Oct 24
United States of America Circuit of the Americas
29 - Oct 31
5 - Nov 7
Brazil Interlagos
19 - Nov 21
Australia Albert Park
3 - Dec 5
Saudi Arabia Jeddah Street Circuit
10 - Dec 12
United Arab Emirates Yas Marina Circuit
See full schedule
show sidebar