Bratches says mixed reaction to logo "good for the sport"

Formula 1 commercial chief Sean Bratches says that the mixed reaction to the new official logo is good for the sport. At the Abu Dhabi Grand Prix last weekend, F1 unveiled its new official logo, which did not go down well with many fans.

On the Youtube video of the big reveal, it received 8,000 likes to 16,000 dislikes. On social media platforms, fans consistently called for the old logo to make a comeback. However, Bratches says that the criticism is a good thing for the sport as it shows fans care.

"These are difficult changes – as it is any time you change a corporate mark, and particularly one around a passion brand," Bratches said to Autosport. "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.

"People have an opinion," he added. "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."

Drivers too have responded negatively to the new logo, with Lewis Hamilton stated that he preferred the old one. Ellie Norman, head of marketing of F1 said that the new logo takes inspiration from the low profile shape of the car, two cars crossing a finish line. 

Fergal Walsh