Dynamic Higher Education Thesis

Brands & Logos

Inside Formula 1

Módulo 7 - Young people and consumerism

João Pinheiro Nº1312º TRB/TIS

TABLE OF CONTENTS

02.Why Simple Logos Can Cost Millions

03.Emotional and Psychological Impact of Logos

01.The Role of a Logo in Branding

04.How Logos Help Build Brand Loyalty

05.The Evolution of Logos

06.The Legal Side of Logos

The Role of a Logo in Branding

01

RedBull Racing

01.

The Role of a Logo in Branding

For Red Bull Racing, the logo is a crucial part of its brand image. Known for their fierce bull emblem, Red Bull’s logo represents energy, speed, and a bold approach. It’s more than just a logo on their car – it’s a symbol of Red Bull's commitment to pushing boundaries and taking risks, just as they do with their racing strategies.

01.

How they represent this?

In F1, logos serve as a visual shorthand for a team's character. Red Bull’s bull embodies their aggressive, daring, and high-energy approach both on and off the track, immediately making them recognizable. The bull is a fitting choice for a team known for bold strategies, continuous innovation, and high performance. When fans see this logo, they know to expect exciting races and a relentless drive for victory.

Why Simple Logos Can Cost Millions

02

Scuderia Ferrari

Here did it came?

02.

The Ferrari logo

Ferrari’s Prancing Horse logo is one of the most iconic symbols in motorsport. It looks simple – a black horse on a yellow background with red, white, and green accents – but its creation and history make it priceless. The logo’s origins date back to a tribute to an Italian WWI fighter pilot, and over time it has come to represent Italian passion, power, and luxury.

Ferrari’s logo is simple yet timeless, and the team has invested heavily in refining and protecting it. Just like luxury brands, Ferrari has gone through extensive processes to ensure that their logo is recognized globally as a mark of exclusivity and high performance. This isn’t just about design; it’s about creating a visual that people associate with the excellence Ferrari brings to every F1 race.

Emotional and Psychological Impact

03

McLaren

03.

Emotional

The Emotional impact

McLaren’s logo, with its sleek, aerodynamic shape and clean lines, represents speed, precision, and futuristic design. It has evolved over the years to reflect the team’s technological advancements and commitment to innovation. The McLaren logo creates an emotional connection with fans who admire the team for its groundbreaking engineering and racing heritage.

05.

Psychological

The Psychological efect

Seeing McLaren’s logo on track or in marketing materials evokes the legacy of legendary drivers and cutting-edge performance. It’s more than a brand; it’s a feeling of excitement for what the future holds in racing technology. With this connection, McLaren has managed to create an identity that feels as forward-thinking and stylish as their cars.

Ayrton Senna

Building Brand Loyalty with Logos

04

Mercedes-AMG PETRONAS

Loyalty

04.

The Brand Loyalty

Mercedes-Benz is globally known for its quality and engineering, and the Mercedes-AMG Petronas logo carries that same reputation into F1. The three-pointed star has become synonymous with engineering excellence and high performance, qualities that Mercedes embodies on the track. Fans recognize this logo as a mark of reliability, consistency, and championship-level skill.

The Mercedes logo has remained consistent over decades, building strong brand loyalty among fans. In F1, it signifies a team that is disciplined, precise, and relentless in its pursuit of success. For Mercedes-AMG Petronas, the logo on their car isn’t just a mark of sponsorship – it’s a statement that they are here to win, backed by a legacy of automotive excellence that resonates with millions worldwide.

The Evolution of Logos

05

Aston Martin

04.

1954

Logos

Evolution

Aston Martin’s logo has evolved over the years, but it has always retained its core elements of wings and elegance. Recently, Aston Martin re-entered F1, bringing with it a fresh, modern take on its traditional logo. The winged design reflects speed, luxury, and sophistication, which align with Aston Martin’s brand as both a car manufacturer and an F1 team.

1954

2024

The Legal Side of Logos

06

Alpine F1 Team

08.

The legal side

Legal Side

Alpine, the performance brand of Renault, rebranded itself in F1 with a new logo to reflect its French heritage and racing ambitions. The Alpine "A" symbol, with its sleek, sharp lines, communicates speed and precision, fitting for a brand known for performance. Protecting this logo legally was essential as it represents not only the F1 team but also Renault’s high-performance lineup.

As Alpine establishes itself in F1, its logo becomes a core part of its identity, differentiating it from other teams. Legal protection ensures that no other team or brand can mimic Alpine’s design, which helps it build a unique brand presence in the sport. By safeguarding their logo, Alpine reinforces their brand's exclusivity and strengthens its association with cutting-edge French engineering.

Conclusion

07

Alpine F1 Team

Scuderia Ferrari

Mercedes-AMG PETRONAS

RedBull Racing

McLaren

Aston Martin

In Formula 1, logos are more than just decorations on cars – they’re symbols of each team’s history, values, and ambitions. From Red Bull’s bold bull to Ferrari’s legendary Prancing Horse, each logo represents a unique story and resonates deeply with fans worldwide. These logos aren’t created or maintained lightly; they require immense time, expertise, and investment to convey the right message and uphold the brand’s legacy.

Each F1 team’s logo plays a critical role in building loyalty, creating emotional connections, and differentiating them in the highly competitive world of motorsport. It’s why teams invest millions in crafting logos that are instantly recognizable and powerful enough to carry their legacy forward, race after race.

If you never go for a Gap that exist, you're no longer a racing driver. - Ayrton Senna