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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)

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  • 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

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AT Grand Prix of Austria

Local time 

  • Fridayweather-image

  • Free practice 1

    11:00 - 12:30

    Free practice 2

    15:00 - 16:30

  • Saturdayweather-image

  • Free practice 3

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    Qualifying

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