Formula E Tears Up Its Brand Identity Ahead of the GEN4 Era

Formula E is changing its look just as the championship prepares to change how it races.

The ABB FIA Formula E World Championship has unveiled a new brand identity ahead of the 2026/27 season.

The refresh was developed by global creative practice MOX, with All Purpose Studio creating a bespoke typeface family.

MOX rebuilt the wordmark, commissioned a bespoke typeface family, and rewrote the broadcast motion package.

All Purpose Studio, a London type foundry, drew the typeface family with MOX.

All of it has to hold up across 21 races now streaming on Disney+, where a lot of the audience will meet the sport for the first time.

It's timed with the arrival of its GEN4 race car, its biggest global calendar yet, a new Disney+ streaming partnership, and the launch of E-Prix Unleashed.

At the center is the idea of "making progress thrilling," giving the championship a clearer platform as it reaches people who are nowhere near the track.

"Formula E asked MOX to blow up the existing identity and start again," Matt Bolton, creative director and co-founder at MOX, said in a press release.

"We didn’t want to make Formula E simply look more modern. We wanted to give it a visual language that feels alive."

Formula E CMO Ellie Norman ties the refresh to how much bigger the business has gotten across racing, manufacturers, audiences, and commercial partnerships.

She says the old identity no longer matches what the company is trying to be.

"Our previous identity represented an earlier chapter; this brand refresh reflects exactly where we are going next," he explained.

The identity it replaces was made for a series that ran 16 races across 10 venues and sold mostly to people who already followed motorsport.

The New Icon Leans 30 Degrees Forward

The new visual identity has to behave differently depending on where it shows up.

MOX designed it for live events, broadcast, streaming, social, gaming, merchandise, and partner activations.

The new Formula E icon uses a 30-degree angle to create a sense of forward movement, with the "E" appearing first and the "F" revealed in it on closer inspection.

Typography also gets a performance-oriented system.

Turbo Mode is a condensed italic typeface that signals speed, while Micro Mono handles timestamps, reference codes, and technical information.

Meanwhile, Inter is used for longer-form copy, and this flexibility matters because the season runs 21 rounds across 13 events.

The calendar takes in Jeddah, Austin, Miami, Monaco, Mexico City, and Tokyo.

The championship enters the season with a 422 million global fanbase, according to Formula E's Season 11 figures.

What's more, 58% of its fans were classified as highly engaged. 

The new identity will roll out across championship touchpoints ahead of the 2026/27 season.

A single design system also makes life easier for the sponsors and host cities pulling Formula E assets into their own brand activations.

GEN4 Adds 600kW and a 30-Minute Sprint Race

Formula E's rebrand arrives as the product itself is changing substantially.

GEN4 will deliver up to 600kW of power, exceed 335kph, and reach 100kph in approximately 1.8 seconds.

E-Prix Unleashed adds a 30-minute sprint at eight double-header weekends, with no mandatory Pit Boost stop.

The new identity now has to make all of this legible to someone watching their first race.

Three lessons stand out for marketers:

• Make the identity respond to the product: A motion system tied to how the product actually performs gives the branding something concrete to say.
• Design for the spaces your audience occupies: One system closes the gap between the channels that the audience moves through.
• Refresh when the business has changed: A redesign timed to a real product change gives customers a reason to notice it.

Disney+ is the championship's global streaming home across 144 territories, alongside ESPN+ in the U.S.

This move puts Formula E in front of households that have never gone looking for motorsport.

Those viewers will judge a thumbnail and a broadcast graphic well before they deem it worth watching.

Our Take: Can a Visual System Keep Up With the Sport?

This is where the rebrand gets interesting.

We often talk about sports identities as badges, but Formula E is treating identity more like equipment.

The logo, type, motion, and broadcast graphics all have to perform on a street circuit, a phone screen, and a sponsor's booth inside the same 48 hours.

The commercial value sits in this flexibility, which matters far more to Formula E's partners than any single mark.

When a sport is selling access across multiple sectors, the visual identity has to give all those businesses a common language.

The strongest refreshes usually start with something people already feel when they use the product. 

Explore these top branding agencies in our directory.