Brand as logo

A new logo or not?

18 January, 2018

The new Formula One World Championship logo was unveiled during the Abu Dhabi Formula One Grand Prix in November as part of a re-branding plan by Liberty Media, which bought F1 for US$8bn at the start of 2017.

The problem is that the “F” looks remarkably similar to the “F” used by 3M for the past year as the logo of its Futuro brand of compression tights for airline passengers.

A 3M spokesman said, “3M filed a US trademark application for the Futuro logo on Feb 20 2017. Also, we have not had any discussions about the logo with the other party. We are looking into this matter further.”

I had a similar response when I first saw the new Fitness First logo a couple of years back — it felt like the Formula One logo. Looking at them side by side I guess there is a pretty big difference, although they both build the ‘1’ into the ‘F’ in some way.

Personally I don’t think either the Futuro or the Formula 1 logo is especially great, but it’s not rocket science to google ‘f logos’ at concept stage to ensure you are producing something unique. Pretty lazy creative all round.

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