Formula 1 commercial chief Sean Bratches acknowledges that the sport’s new logo was met with mixed opinions, many negative, but at the same time pointed out that a change was needed to reflect the future direction and do away with the old image.
Bratches said in the wake of the new logo reveal, “These are difficult changes – as it is any time you change a corporate mark, and particularly one around a passion brand.”
“The incumbent mark has been around for decades and it served the sport well. But we have not gone into this light-heartedly, and we have given it a lot of thought.”
“It seemed from my perspective and from the moment Chase [Carey] called me, it was one of the things I really wanted to look at. From my eye, it [the old logo] seemed to be dated, it seemed to not reflect where the sport could go.”
Bratches accepts that the negative reaction to the new logo, and explained, “People have an opinion. And it is good people have an opinion because they care. And, as the caretakers of this sport and brand, we feel very strongly about it.”
“And ultimately we will demonstrate to the marketplace that this brand will survive and thrive. We understand in any logo change, whether it is a small modification or wholesale, people are going to have varied opinion.”
“And that is good for the sport. Everybody has got an opinion in F1. I didn’t think we would sneak away unscathed on that one,” added Bratches.