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 

BEGrand Prix of Belgium

Local time 

World Championship standings 2024

Show full world champion standings

Test calendar

See full test schedule

Related news

Give your opinion!

Will Bottas challenge Hamilton for the world championship in 2020?

Formula 1 Calendar - 2024

Date
Grand Prix
Circuit
-
Bahrain
29 - Mar 2
Bahrain
7 - Mar 9
Saudi Arabia
22 - Mar 24
Australia
5 - Apr 7
Japan
19 - Apr 21
China
3 - May 5
United States of America
17 - May 19
Italy
24 - May 26
Monaco
7 - Jun 9
Canada
21 - Jun 23
Spain
28 - Jun 30
Austria
5 - Jul 7
United Kingdom
19 - Jul 21
Hungary
26 - Jul 28
Belgium
23 - Aug 25
Netherlands
30 - Sep 1
Italy
13 - Sep 15
Azerbaijan
20 - Sep 22
Singapore
18 - Oct 20
United States of America
25 - Oct 27
Mexico
1 - Nov 3
Brazil
22 - Nov 24
United States of America
29 - Dec 1
Qatar
6 - Dec 8
United Arab Emirates
See full schedule

Formula 1 Calendar - 2024

Date
Grand Prix & Circuit
29 - Mar 2
7 - Mar 9
Saudi Arabia Jeddah Street Circuit
22 - Mar 24
Australia Albert Park
5 - Apr 7
19 - Apr 21
3 - May 5
United States of America Miami International Autodrome
17 - May 19
24 - May 26
Monaco Monte Carlo
7 - Jun 9
21 - Jun 23
28 - Jun 30
Austria Red Bull Ring
5 - Jul 7
United Kingdom Silverstone
19 - Jul 21
Hungary Hungaroring
26 - Jul 28
23 - Aug 25
Netherlands Circuit Zandvoort
30 - Sep 1
Italy Monza
13 - Sep 15
Azerbaijan Baku City Circuit
20 - Sep 22
18 - Oct 20
United States of America Circuit of the Americas
25 - Oct 27
1 - Nov 3
Brazil Interlagos
22 - Nov 24
United States of America Las Vegas Street Circuit
29 - Dec 1
6 - Dec 8
United Arab Emirates Yas Marina Circuit
See full schedule

Driver profile

  • Team Mercedes
  • Points 3,164
  • Podiums 127
  • Grand Prix 188
  • Country United Kingdom
  • Date of b. Jan 7 1985 (39)
  • Place of b. Tewin, United Kingdom
  • Weight 68 kg
  • Length 1.74 m
Show full profile
show sidebar