After 42 years of inspirational success in Formula 1, Ron Dennis announced that the time was now right to open a new chapter in McLaren's history. To create the ultimate line-up of technology-led and customer-focused performance road cars for the 21st century that will challenge the world's best sports cars.

Our brief was to create a brand positioning, identity and framework for McLaren Automotive. This was a division of the McLaren Group that had never been visible before despite the fact that they had already built the world’s most critically acclaimed supercar, the McLaren F1 (1993–1998) and the world’s best-selling luxury supercar, the Mercedes-Benz SLR McLaren (2003–2009).

Our solution was to create a brand that abided by the same exacting rules as the car itself, absolutely everything for a reason.

Pure McLaren.


© Fitch