Case Study: Mercedes-AMG Petronas F1 Team unifies its identity and global fan engagement with Wolff Olins

Mercedes-AMG Petronas F1 Team builds an all-in identity for 2023–2024 with Wolff Olins

The Mercedes-AMG Petronas F1 Team sought to build on its legacy of success and capitalize on Formula 1's growing global popularity by creating a new, unified team identity. They engaged the vendor Wolff Olins to develop a comprehensive brand strategy, visual identity, and messaging system that would reflect their ambition and performance-driven culture.

Wolff Olins immersed themselves in the team's culture to define a new "All in" ethos. This informed a dynamic new visual and verbal identity, including bespoke typefaces, colors, and slogans, which was applied across the car livery, physical environments, and merchandise. The solution successfully unified employees, sponsors, and fans, elevating engagement and providing a focused platform for the future, as reported by Wolff Olins.

Mercedes-AMG Petronas F1 Team