Formula E Trades Green for Thrills with New Logo

Formula E has launched a new identity, symbolized by a logo that subtly integrates an 'F' within its 'E', signaling a shift to emphasize racing performance alongside its electric roots. This rebrand, ahead of the 2026-27 season's Gen4 car debut, aims to highlight the "high-performance racing" aspect. The series' chief marketing officer, Ellie Norman, noted the evolution from "what electric racing can become" to "what high-performance racing can be today."

The accompanying tagline, "Make progress thrilling," avoids explicit mentions of "electric" or "sustainable," though sustainability remains a core value. The rebrand introduces a bolder color palette and includes a fashion collaboration with Heron Preston. This strategic shift mirrors marketing efforts seen in Formula 1 during its rebrand period, which Norman also spearheaded.

The Gen4 car, capable of over 800 horsepower, will feature in an expanded 21-race calendar across 13 cities. New permanent venues like Circuit of the Americas in Austin, Texas, and Brands Hatch in the UK are added. This move to permanent tracks, like the London race shifting from city streets to Brands Hatch, is attributed to the increased speed and safety requirements of the new car.

With Opel and a second Porsche team joining, the grid will expand to 12 teams. Formula E also reported a 14 percent rise in its global TV audience, reaching a record 561 million in the 2024-25 season. Experts suggest this evolution moves the sport from a perceived novelty to mainstream legitimacy, emphasizing that thrilling racing is paramount for viewership.

Despite the shift in messaging emphasis, Formula E maintains its commitment to sustainability, with goals to cut emissions by 45 percent by 2030 and achieve net zero by 2040. The series has also earned B Corp certification. However, the increased number of events and a move towards permanent circuits, including venues in the US where EV sales are currently declining, present new challenges in balancing growth with environmental impact.

Formula E plans to reach new audiences through initiatives like appearances at events such as ComplexCon. The success of this rebrand will be measured by its ability to maintain its core values while expanding its appeal and showcasing advancements in electric technology and sustainable sports practices over time.