If you’re one of the people lambasting Liberty Media’s decision to change the Formula One logo, you’re probably wasting your breath.
F1’s managing director of motorsport Ross Brawn insisted Wednesday that the series’ former trademark wasn’t anything special, as people recently have made it out to be, according to Motorsport.com. Brawn suggested the new minimalist design presented Liberty with more opportunities to expose the F1 brand.
“Apart from the commercial aspects, the new logo is much more flexible in terms of its use, especially when it comes to its application on merchandising and in the digital world,” “It has impact. The old logo was neither iconic or memorable.”
The 63-year-old British executive’s comments appeared to be in direct response to the sport’s reigning world champion. Lewis Hamilton, when asked Sunday what he thought of the new branding, told reporters that F1 already had an “iconic” logo.
Fans have argued Liberty’s primary focus should be on fixing F1’s lack of overtaking, rather than something minor like a new symbol for the series. But Brawn argued the change wasn’t trivial.
“It was important to let Formula One fans see that we are entering a new era,” Brawn said. “Our sport is changing and must look to the future and also outside its own environment if it is to attract new fans, especially among the young.”
Brawn’s blunt assessment, and lack of nostalgia toward the old logo might be surprising, as he won six of his nine championships — five with Scuderia Ferrari, one with Brawn GP — while it was in use.
