Formula E Unveils Refreshed Brand Identity Ahead of New Era

Formula E has unveiled its new brand identity. 

This rebrand – designed to signal an evolution for Formula E – coincides with the launch of the GEN4 race car in December, Formula E’s biggest global calendar to date, a new global streaming partnership with Disney+ and a new sporting format for the 2026/27 season. 

“For Formula E, we didn't want to just blend in with traditional motorsport,” says Ellie Norman, Chief Marketing Officer of Formula E.

 “As a challenger brand, we wanted to build something highly kinetic, visceral and unmissable – designed just as much for a gaming screen or a TikTok feed as it is for the trackside fan. An incredible amount of heart went into this.” 

An updated visual identity

A key part of this new visual identity is a refreshed logomark. 

Featuring hidden “F” and “E” design elements, the logomark is angular and motion-led, designed to communicate forward movement and speed. 

More broadly, Formula E says its new visual identity has been structured around five core strategic pillars: 

1. Speed, technology and competition: Highlighting extreme performance, technical performance and wheel-to-wheel racing. 
2. Cultural relevance: Designed to show up in culture – through socials, streaming, gaming, live events, fashion and more. 
3. Purpose driven by performance: Looking at sustainability as a “primary engine” for speed, innovation and breakthroughs in technology. 
4. Evolution for loyal fans: Carrying its existing values into a more modern and expressive platform to create natural progression and growth for existing fans. 
5. Platform for partners and host cities: By providing flexible, ownable brand assets for sponsors, manufacturers and host cities, Formula E is looking to build deeper connections with younger, culturally engaged audiences. 

“When I first stepped into this sport, I was enamoured by the wild belief that you could build a world-class, high-performance motorsport where sustainability wasn't a compromise, but a superpower,” says Ellie. 

“For a long time, people talked about that as ‘the future’. But looking at what we've built, it’s just our everyday reality now.

“And as we gear up for the massive GEN4 era – with 21 races across 13 global cities, a brand-new global streaming deal with Disney+ and a car that is a beast – we needed a brand identity that actually matched the raw speed of where this sport is going.” 

Growth in viewership

With this new brand architecture, Formula E has evolved its logo, typography and colour palettes, as well as its motion graphics and broadcast package – which aims to make the sport look as “alive” on a phone screen as it does in person, going 200mph on track. 

This comes as the sport sees significant growth – with Formula E sharing in October 2025 that its most recent season had seen a 47% increase in video views and a 14% growth in cumulative TV audience.

“Formula E is growing rapidly across every dimension; from the racing on track to our global audience and commercial partnerships,” says Ellie. “Our previous identity represented an earlier chapter; this brand refresh reflects exactly where we are going next. 

“We believe progress should be thrilling. We are no longer asking people to imagine what the future of racing could be, we are showing them what it looks like. It is fast, competitive, technologically advanced and culturally relevant, and we want the world to experience it that way.”

Who are Formula E’s key partners? 

• Google Cloud: Google Cloud has a multi-year partnership with Formula E, and has been named Principal Artificial Intelligence Partner of the ABB FIA Formula E World Championship.
• Lenovo: In the 2025/26 season, Lenovo joined Formula E as an AR and Digital Content provider. 
• Tata Communications: Tata Communications is the official broadcast distribution provider for the ABB FIA Formula E World Championship. 
• DHL: As Formula E’s official logistics partner, DHL is responsible for all logistical moves for the competing teams and Formula E’s travelling infrastructure.