The world of F1 has gone from strength to strength, becoming the sport with the youngest, most global audience in the world thanks to expansion across new race locations and the runaway success of Netflix’s ‘Drive to Survive’. 

The Mercedes-AMG Petronas F1 Team wanted to build on this momentum and on its legacy of success, as winner of seven consecutive double Drivers’ and Constructors’ World Championships from 2014-2020 and securing a record-breaking eighth consecutive Constructors’ Championship in 2021. 

We were asked to build a team identity to reflect this legacy and ambition for the future through a new team ethos, design system and messaging system.

A team ethos to unite

We immersed ourselves within the world of the Mercedes-AMG Petronas F1 Team - from the factory to the race circuit - to understand its spirit and strengths. What we found was that beyond its long track record of success lay a team defined by humanity, resilience, warmth, drive and, above all, unity. 

This spirit of dedication, where the team feels ‘All in’ on success, derives from the powerful leadership story of Team Principal Toto Wolff and the team’s emphasis on creating a culture where its people perform at the pinnacle. 

In looking toward the broader F1 landscape, we saw that there was room to create an ‘All in’ experience for its corporate sponsors and fans too – one that could be more interactive, immersive, social and purposeful, to drive even greater engagement and loyalty. 

We defined ‘All in performance’ as the team ethos; a shared mindset to unify employees, sponsors and fans around the drive to strengthen performance. This idea informed the way the team looks, feels, acts and moves. In collaboration with Mercedes-AMG Petronas F1 Team’s designers, we built a dynamic visual and messaging system. 

A set of colours, bespoke typefaces, imagery, patterns, textures, materials and motion behaviours all come to life across the car livery, physical environments, digital touchpoints and merchandise. The messaging is based on the team’s cultural framework, capturing its values in ways that resonate with both internal and external audiences and resulting in a series of slogans such as ‘failure makes us faster’, ‘chase every millisecond’ and ‘all it takes, is all of us’. 

Engaging a global audience

The new team identity launched across the 2023 and 2024 seasons, to positive response across social and media channels and with more elements continuing to be introduced. It’s helped to bring the business together and to elevate how the team engages with partners and fans, all while providing focus for the future. 

The Mercedes-AMG Petronas F1 Team is now equipped to connect to audiences globally through its own ‘All in’ spirit.