迈凯伦赛车McLaren Racing品牌VI手册

McLarenRacingBrandGuidelinesApril

24

Version

1.4FOREVERFORWARDWelcometoMcLarenRacing'sbrand

guidelinesAMeetMcLarenRacingB

BrandplatformCCorebrandD

Brand

assetsEToneof

voiceF

Brand

architectureG

ApprovalsThe

guidelines

are

designed

for

everyone

who

workswith

the

McLaren

Racing

brand,

from

partners

andagencies

to

teammates

across

our

racing

series.Anditwillhelp

youuse

thebrand,byoutlining

our

visualidentity,tone

of

voice,andkeyassets.Becauseintheend,theMcLarenRacingstorybelongstoallofus.Itwillhelp

youunderstand

thebrand:ourhistory,our

values,ourphilosophy.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

2Theseguidelinesaredesignedtohelp

youunderstandMcLarenRacing,

theumbrellabrandthatspans

ourindividualracingteams.Eachteamhasaseparatestyleguidetogive

yougreaterdetailonthespecific

applicationofitsbrand.ThisdocumentIntroductionStyle

guides©2024McLarenRacingLimited—PrivateandConfidentialV1.4

3MeetMcLarenRacingAteambornon

the

track.Now60

years

young,andstilldoingitforthethrillof

thechase.A©2024McLarenRacingLimited—PrivateandConfidentialV1.4

4In

thebeginning,

there

wasBruceA

youngman

whosepioneeringspiritFrombuildingcarsinhisshedinNewZealand

tobecoming

the

youngesteverGrandPrix

winnerin1959,Bruceneverstoppedpushing

togetmoreperformanceinspiredgenerationsofracing

fans.MeetMcLarenRacingNarrativefromhiscarandhimself.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

5Bruce

foundedhisracing

teamin1963.Heinstilledapassion

forinnovation,witha

strong

senseof

teamworkandbelonging.WhenBrucediedin1970

whiletestinghisCan-Amcar,

the

team

hebuiltrefused

toquit.TheyhonouredhismemoryThen

therewasMcLarenbymakinghistoryinhisname.MeetMcLarenRacingNarrative©2024McLarenRacingLimited—PrivateandConfidentialV1.4

6MeetMcLarenRacingNarrativeSinceMcLarenenteredF1,over100

teamshavecomeandgone.We’veproudlycalledsomeWe’ve

wonhundredsofraces

and

dozens

of

championshipsacrossourseries.Butmore

than

that,

we’ve

won

theheartsofmillionsof

fans.One

of

the

mosticonic

teamsinracingofhistory’sbestdriversour

own.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

7MeetMcLarenRacingNarrativeToday,

there’smore

toMcLaren

than

everbeforeRacinginsixseries:Formula1,FormulaE,

ExtremeE,IndyCar,Formula1

Academy

andF1SimRacing.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

8Our

family

is

growingWenowshare

theexhilaration

ofracing

with

a

worldwidecommunityof

500million

fans.MeetMcLarenRacingNarrative©2024McLarenRacingLimited—PrivateandConfidentialV1.4

9Westrive

toliveup

toBruceMcLaren’sPushing

theboundariesofperformance,

onand

off

the

track.Becauseinhisown

words,And

we’re

just

getting

startedexamplebyalwayslooking

forward.MeetMcLarenRacingNarrative©2024McLarenRacingLimited—PrivateandConfidentialV1.4

10MeetMcLarenRacingNarrativeBecauseinhisown

words,Lifeismeasuredin

achievement,notinyears

alone.Solet’sgoracing.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

11Who

weare.ThespiritofMcLarenRacing.The

visionweallshare,andthemission

weallstriveto

achieve.Clearlycapturedandexpressed.B©2024McLarenRacingLimited—PrivateandConfidentialV1.4

12BrandplatformPerformance

nngtioBelongiExhilara2100AsBrucesaid,

“Lifeismeasuredinachievement.”We’redefinedbywhat

wedeliver,so

wechase

thehighestlevel

ofperformanceineverything

wedo.Fromtheroarof

thecrowdtotheroarof

theengine,auniquesenseof

exhilarationisahallmarkofeveryMcLarenexperience.McLarenconnectsmillions,

whetheryou’reatthefactory,in

thegrandstand,

orbehindthewheel.

That’s

thepower

of

agreatstory.

That’sbelonging.TheMcLarenstorycomes

togetherinourbrandessence.It's

thesoulof

thebrand,guidingeverything

wecreateandcommunicate.Whileeachcharacteristicmaynotbeuniqueonitsown,thecombinationcreatessomethingelectric.Totallyoriginal.UnmistakablyMcLaren.BrandplatformEssenceOurdefiningcharacteristics:©2024McLarenRacingLimited—PrivateandConfidentialV1.4

1303BrandplatformVisionOurultimateambition:Be

themostpioneering

and

exhilarating

racing

team

in

the

world©2024McLarenRacingLimited—PrivateandConfidentialV1.4

14Ourcollectivetask:Not

justbeingthebest,butbeingconsideredthebest.

Anever-evolvingtargettostrivefor.Set

the

standard

forhighperformance

in

sportCreatingaperformance-

drivencultureacrossthebusiness.Relevanttoall.

Alignedwiththecultureour

team

principleswanttobuild.Thekeyingredient

insuccess.BrandplatformMissionNot

justtobethebestinoursport,

butthebestacrosssport.Settingoursightsonthebestinthebusiness.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

15AtMcLaren

we

areall

chasing

one

thing.

Performance.Becauseonlybychasingperformanceineverything

wedocan

wegiveourselves

thebestchanceof

success.Performanceontrackandinthe

factory.Performanceforourpeople,ourbusinessandourpartners.It’saboutmorethan

winning.It’sabouthittingthehigheststandards,andthenraisingthebaragain.Because

when

you’vebeen

racingforaslongas

wehave,

youknowthatonany

givenraceday,anythingcanhappenontrack.But

when

yougiveeverythingtoachievethehigheststandardsimaginable,

youwillalwaysbereadytowin.And

when

the

timeisright,wewill.BrandplatformManifesto

ifesto©2024McLarenRacingLimited—PrivateandConfidentialV1.4

16BraveRespectful

InnovativeInclusiveEnergetic01

Weembrace

thepressureofperformance,

setting

thehigheststandardsandholding

ourselves

to

them.02

Weact

withintegrityand

work

together

toaddresschallenges

withrespect,opennessandhonesty.03

Westrive

tobebetter

tomorrow

than

weare

today,and

we

seek

outnew

ways

todriveperformance.04

Weembracediversity,inall

forms,andempowereachperson

tocontribute

to

teamsuccess.05

Weareracers.

Weshowupeveryday

withenergyandenthusiasm,ready

toplayourpart.Ourbehaviours:Our

valuesdefine

whatmattermosttousand

stemfromour

founder,

BruceMcLaren.Thisishowweacttomeetourgoals,ineveryactionwetakeonandoff

the

track.BrandplatformValues©2024McLarenRacingLimited—PrivateandConfidentialV1.4

1701VisionOurultimateambitionWhat

we

want

toachieveBe

themostpioneering&

exhilarating

teaminracing02MissionOurcollectivetaskSet

the

standard

forHowwewillachievesuccesshighperformance

in

sport03ValuesOurbehavioursHow

weactas

westrivetomeetour

visionBrave,Respectful,Innovative,Inclusive,Energetic04GroupEssenceOurdefiningcharacteristicsThethreadthrougheverything

we

doPerformance,

Exhilaration,BelongingOurbrandframeworkshowshowallthe

aspectsof

theMcLarenbrandcometogether

tosupportouressence.BrandplatformFramework©2024McLarenRacingLimited—PrivateandConfidentialV1.4

18CorebrandWe'vespent60

yearsdevelopingassetsand

characteristicsthatareuniquelyMcLaren,andthathelpusshine

brightlyontrackandoff.C©2024McLarenRacingLimited—PrivateandConfidentialV1.4

19PapayaThere'snobrighterteamon

thegrid.Ouriconicpapaya(pleasedon'tcallitorange)

datesbacktotheearliestdaysof

theteam,

when

BruceMcLarenandhispartner

TeddyMayerwerelookingforacolour

that

wouldshowup

well

onTV

andloomlargein

themirrorsof

theirrivals.CorebrandAssets©2024McLarenRacingLimited—PrivateandConfidentialV1.4

20OwnablecolourCorebrandAssetsPapayaWordmarkSpeedmark

HeritageExpressionOurprimarylogo

Themostrecognisablerepresentationofour

Racingbrand.Theuseof

thepapaya

speedmarkmakesitdistinctivelyMcLarenRacing.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

21PapayaWordmarkSpeedmark

HeritageExpressionThinkof

theSpeedmark

asMcLaren's'Swoosh',

akeypartofourlogo

andadistinctivemarker

of

thebrandacrosseverythingfromappsto

clothing.CorebrandAssets©2024McLarenRacingLimited—PrivateandConfidentialV1.4

22RecognisableshorthandmarkPapayaWordmarkSpeedmark

HeritageExpressionInspiringgenerations1991

MonacoGPAyrtonSennawins2007—2013VodafoneMcLarenMercedes

eraOverthe

years,McLaren

hasracedwithdifferentdriversindifferentliveries

withdifferentpartners–eachiconicinitsownway.Our

visualheritageremainsa

valuableassettothebrand

today.1981—199680s

era1976Canadian

GPJamesHuntwinsCorebrandAssets1997—2005WestMcLaren

Mercedesera©2024McLarenRacingLimited—PrivateandConfidentialV1.4

231976Indianapolis500—

M16EJohnnyRutherfordwinsSpeedmark

HeritageExpressionPapayaWordmark1969—

McLaren

M8B

ChevroletDenny

Hulme199524hoursof

LeMans

—

F1

GTRJJLehto,YannickDalmasandMasanoriSekiya

winonfirstattemptCorebrandAssets©2024McLarenRacingLimited—PrivateandConfidentialV1.4

241968

BelgianGP—

M7ABruceMcLarenwinsmaiden

constructors'GrandPrixOver50

yearsafterhedied,westillhonourthe

legacyandspiritof

theman

whomadeMcLaren.BruceMcLarenisanessentialpartof

theMcLarenbrand,anassettothe

teamineverysense.Racer.Engineer.Inspiration.Icon.PapayaWordmarkCorebrandAssetsThisteamisoneman'sdreamSpeedmark

HeritageExpression©2024McLarenRacingLimited—PrivateandConfidentialV1.4

25PapayaWordmarkSpeedmark

HeritageExpressionHow

our

brandisarticulatedCorebrandAssetsFOREVERFORWARDOurbrandexpressiondefinesourpioneeringapproachtoinnovation,creatingateam

thatdoesn’t

justdeliverresultsontrack,

buthelpstoachievegreat

thingsforourpartnersandsociety.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

26TheMcLarenRacingbrand

hasastronganddistinctive

visualidentitythatreflects

ourracingspirit;warm,open,exhilarating.Itishowourfans,teammatesandpartnersrecogniseusandrepresentus.D©2024McLarenRacingLimited—PrivateandConfidentialV1.4

27Brand

assetsBrand

assetsCars©2024McLarenRacingLimited—PrivateandConfidentialV1.4

28Ourspecial'fluro'papaya

isthecolourusedbyour

teamontheirracecars.Itsbrightnesscannotbeshownadequatelyon

screen,soitisessential

thatPantoneswatchesare

viewed

whenmatchingcolours.Everyeffortshouldbemadetomatchtofluropapayaexactly,butwhen

that'simpossible

(forexampleonscreenor

in4-colourprinting)then

defaulttopapaya.AlwaysusePantoneswatchesforphysicalapplicationsandHex/RGB

forscreen-basedapplications.FluroPapayaPMS

804UAverySupremeWrappingFilm

SatinFluorescentOrange7932Onlyuseforphysicalapplications

wherecolourcanbematched;donotreproduceusing

RGB

orCMYK,insteaduse

Papaya

asshownbelowPapayaPMS

1495C#ff8000R255G128

B000C000M046

Y100K000AnthracitePMSCool

Grey

11#53565aR083G086

B090C044M034

Y022K077EpsonSureColor-S-80600

Avery

MPI1105EARS+1460/

1480

LaminateC000.8M054.5Y100K000White#ffffffR255G255

B255C000M000

Y000K000Black#000000R000G000

B000C030M030

Y030K100Brand

assetsColour©2024McLarenRacingLimited—PrivateandConfidentialV1.4

29FabricPantone15-1263TCX

AutumnGlory02WhiteprimaryteamlogoonanthraciteTheMcLarenRacinglogo

withpapayaSpeedmarkistheprimaryapplication

ofouridentityandshould

beusedwheneverpossible.Onlyusethecolourways

shownonthispage.NOTEOnlyuseartworksuppliedbyMcLaren.↘DownloadBrand

assetsPrimary

racing

logo01PrimaryapplicationBlackprimaryteamlogoonwhite©2024McLarenRacingLimited—PrivateandConfidentialV1.4

3002WhitesecondaryteamlogowithdescriptoronanthraciteTheMcLarenRacinglogo

withdescriptoristhesecondaryapplicationofouridentityandshouldbe

used

whenevertheprimary

logoisnotappropriateor

weneedtobeexplicit.Onlyusethecolourways

shownonthispage.NOTEOnlyuseartworksuppliedbyMcLaren.↘DownloadBrand

assetsSecondary

racing

logo01Blacksecondaryteamlogowithdescriptoronwhite©2024McLarenRacingLimited—PrivateandConfidentialV1.4

31R

A

C

I

N

GBrand

assetsShorthandTheSpeedmarkisonlyusedasstandaloneshorthand

whentheracing

logoisalreadypresent.Thetwologosshouldnot

appearincloseproximity.NOTEOnlyuseartworksuppliedbyMcLaren.↘Download02PapayaSpeedmarkonanthracite03©2024McLarenRacingLimited—PrivateandConfidentialV1.4

3201PrimaryapplicationPapayaSpeedmarkonwhitePapayaSpeedmarkonblackBrand

assetsMono

racing

logosWhenpapayaisusedas

abackgroundcolourwe

onlyuseourblackmono

secondaryracinglogo.Papayashouldonlybeusedasabackgroundcolour

whentheapplication

requireshigh

visualimpact,

forexampleonteamwear.Speedmarkscanbeinblackorwhite

whenpresentedindividuallyonpapaya.NOTEOnlyuseartworksuppliedbyMcLaren.↘Download02BlackSpeedmarkonpapaya03WhiteSpeedmarkonpapaya01

ThiscombinationshouldbeusedSecondaryblackmonoteamlogowithdescriptoronpapaywheneverpossibleasthepapayaSpeedmarkgivestheboldeststandout

andusesanimportantdistinctiveasset©2024McLarenRacingLimited—PrivateandConfidentialV1.4

33R

A

C

I

N

GLightRegularMediumBoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789Ourheadlinetypeface

isSpaceGrotesk.Ithasbeenspecifically

chosenforitsboldand

technicalcharacteristics.SpaceGroteskisusedfor

titles,headlinesandlarger

high-impactmessaging–useitwithimpact.Thereisafullextended

charactersetincluding

arrowsthatcanbeused.SpaceGroteskisavailable

fromGoogleFontsandis

free

touse.↘DownloadSpaceGroteskSpace

GroteskBrand

assetsHeadlines©2024McLarenRacingLimited—PrivateandConfidentialV1.4

34Brand

assetsBody

textOurbodytexttypeface

isNotoSansandisused

forlongertextsuchas

paragraphs,butcanalso

beusedforincidentalinformationifrequired.NotoSansisasansseriffontwithmultipleweights.RegularorLightweights

areusedforbodytext.Keeplinelengthsshort

forimpactandclarity.↘DownloadNoto

SansLightRegularBoldNotoSansisasansserifdesignfor

textsintheLatin,

CyrillicandGreekscripts,whichisalsosuitableasthecomplementarychoice

forotherscript-specificNotoSans

fonts.Noto

SansNoto

SansNoto

SansNoto

Sans

Bold

canbeusedforsubheadingsNotoSansisavailablefromGoogleFontsandisfreetouse.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789Thisexampleparagraphisset

inNotoSansRegularat16pt

sizingwith20ptleading.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

35Itis

whereour

valuesandessencecometogether:abalanceofconfidenceandrespect,ofexcitement

andinclusivity,ofinspiring

historyandambitiousfuture,thatmakesMcLaren

theforce

weare

for

fansaroundthe

world.The

visualboldnessofMcLarenisundeniable,butit's

justasimportanttogetour

voicerightand

makesurethecharacterof

thebrandcomesthrough.E©2024McLarenRacingLimited—PrivateandConfidentialV1.4

36Tone

of

voice2/5Respectful&humble(Thatdoesn’tmeanwecan’tstand

upfor

the

things

webelievein.)Confident,

butnever

arrogantOur

tonereflects

the

joyofsharing

sportingmoments,beupbeatandpositive–butnever

veerinto

thearrogantorimplythat

we

think

we’resomehowbetterthanothers.Don’tbe

judgementalortooopinionated.Copyshouldbeenjoyedbyall,andweshouldalwaysbemindful

ofculturalsensitivities.Wemaynotalwaysagree

withourcompetitors,butwewillalwaysbe

respectful

and

measured.Tone

of

voicePrinciples1/5Ourbrandshouldalwaysberespectful

and

inclusive

of

ourdiverseaudiencesaroundthe

world.We’repassionateaboutoursport

and

want

toshareoursuccessesonandoff

trackwithouraudiences.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

374/5Welcoming,butnottoopally.McLarenisproudtobeseenasthemostinclusiveracingteam,andwe

want

our

fans

to

feellikepartof

thefamily.Soit’simportant

tosoundhumanand

personal,

with

a

conversationaland

friendly

tone.Justwatch

thatitdoesn’tbecome

toopallyoroverlyfamiliar.Fun,butneverflippantApproachable

&

openWe

want

to

surprise

and

delight

ourfollowers.

We’reapproachableanddon’talwaystakeourselvestoo

seriously.We’rearacingfamily,andthatmeanswecansometimespokefunateachother

–butthatshouldneverbedoneflippantly

orattheexpenseof

someoneelse.Tone

of

voicePrinciples3/5Oursportisfunand

we

wantto

bring

that

joy

to

life

whenwe’retalking

toouraudiences.©2024McLarenRacingLimited—PrivateandConfidentialV1.4

385/5Plain-speaking

&measuredWe

want

to

appeal

to

a

wide

audiencebeyond

Avidfansand

findcommonground

withour

Trendfanaudience.Plainspeakingdoesn’tmeanbeing

blunt,however,soweshouldalways

retain

our

positive

and

welcomingtoneof

voiceandnevercommentnegativelyonanyproduct,situation,

aspectofMcLarenorourpartners,

acompetitorbrandoranythingelse.We’rerealpeopletalkingtootherpeople.

Sotrynottousetoomanytechnical

words

orindustry

jargon–if

thereisashorterorsimplerwayof

sayingsomething,useit.Tone

of

voicePrinciples©2024McLarenRacingLimited—PrivateandConfidentialV1.4

39TheMcLarenbrandfamily

hasgrownrapidlyinrecent

years,andnowincludesfiveracingseriesalongside

McLaren

Automotiveandourcorporateparentbrand.Ourbrandarchitecture

outlinestherelationship

betweeneachpartofMcLaren,howeachappears,andhowweintegratepartners.F©2024McLarenRacingLimited—PrivateandConfidentialV1.4

40Brand

architecture—Shareholderboardreports—Legaldocumentation—Facilitiesbranding—Investor

websiteNodescriptorPapayaSpeedmarkforMcLarenRacingtivitiesbyMcLarenGroup.roup-levelbrandmarkson’tincorporatecolourand

eused

whenpresentingroupactivitiescollectively:ybusinessunitsusingpeedmarkcolourand

when

ppropriatedescriptorsasifferentiators.BlackSpeedmarkforMcLaren

AutomotiveWithdescriptorGrouplevelUsedforcross-businessacGdarGPrimarylevelOrganisedaroundthecorporateumbrellabrand,

withindividualseriesandkeSadBrand

architectureGroup

&

primary

level©2024McLarenRacingLimited—PrivateandConfidentialV1.4

41Titlepartnerlockup

logosTeamnamealwayswrittenas'ArrowMcLaren'NEOMMcLarenFormulaETeam''NEOMMcLarenExtremeETeam'Theseare

the

teamlogosthatsitunder

the

McLarenRacingumbrella.Wehavetitlepartners

forIndyCar,FormulaE

andExtremeEthatrequirelockuplogosasshownand

writtenon

thispage.Forindividualguidanceon

whenandhowtousethese

logos,pleaserefertothe

relevantteamstyleguide.NOTEOnlyuseartworksuppliedbyMcLaren.Brand

architectureSecondary

level©2024McLarenRacingLimited—PrivateandConfidentialV1.4

42IndyCar

Team'Allteamlockupshavehorizontaland

verticalvariationsasshownhere.Forindividualguidanceon

whenandhowtousethese

logos,pleaserefertothe

relevantteamstyleguide.NOTEOnlyuseartworksuppliedbyMcLaren.Brand

architectureSecondary

level©2024McLarenRacingLimited—PrivateandConfidentialV1.4

43HorizontalVerticalDRIVERDEVE

LO

P

M

E

NTFOR

MU

LA

1

TEAMFO

RM

U

LAE

TE

AMI

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AET

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E

A

MIND

Y

C

A

R

TE

A

MThisisaraceseriesoverviewof

theMcLaren

Racingbrandarchitecture

includingteamlogovariationsandexamples

ofpartnerlockups.Forindividualguidanceon

whenandhowtousethese

logos,pleaserefertotherelevant