You could argue that the reason the current Formula 1 logo is so recognizable is that it has been the same for a very long time. That may be true but if you force the familial sense from your brain and just look at the logo on merit, it has that FedEx quality with the use of negative space and to be fair, it is an iconic brand logo.
The new owners have now applied with three trademark applications registered with the European Union Intellectual Property signaling a possible change to the current design. The applications were submitted by Formula One Licensing BV.
The font change does freshen up the logo and it the particular font they chose—be it Helvetica, Swiss or Eurostyle—does make it easier to read and adds a bolder impact. The actual graphic removes the use of negative space and perhaps that not a popular trend in logo design these days but I’m not sure any one of the three really hit the nail on the head for me.
The logo in the center is incongruent as a letter and number and if the intent is to create the sense of a road course, that doesn’t work either. I’m not sure if they paid a branding agency to design the logo for them but if so, they kind of phoned it in.
If it were me, I would keep the existing logo and just freshen up the font and text that says “Formula 1”. Or maybe I’d go back and see more concepts on the “F1” logo itself. What do you think?