MOX Creates New Brand Identity for Formula E's Next Era of Racing

Sep. 28, 2026

Formula E has unveiled a dynamic new brand identity, signalling a decisive evolution as the ABB FIA Formula E World Championship enters its next era. 

Designed by global creative practice MOX, the new brand was inspired by the way Formula E manages energy. The new identity is able to shift and change in-line with the velocity of the race. 

The updated look reflects a Championship that is faster, more ambitious, and more culturally relevant, moving forward with confidence and bringing its core DNA to life around a central platform: making progress thrilling.  

The decision to rebrand and step into the world with a new look comes at a natural inflection point and transformative moment for the championship. Headlined by the arrival of the first-of-its-kind GEN4 race car, its biggest global race calendar yet, an exciting new streaming partnership with Disney+, and an all-new sporting product in the form of E-PrixUnleashed. 

MOX worked across every disciple of design to produce the brand identity that includes a modernised logo, wordmark, icon, typography, colour systems, intuitive broadcast motion graphics and more, designed to enhance clarity for race viewers. 

The new Formula E icon is built on a 30 degree angle, giving it the forward lean that runs through the wider system. The E lands first, the F appears inside it upon a second look. 

A bespoke typeface family, was created in conjunction with All Purpose Studio, a London based type foundry. It has velocity settings, Turbo Mode is a condensed italic built for maximum speed. Micro Mono handles timestamps, reference codes and technical data. Inter carries longer copy.

Matt Bolton, Creative Director and Co-Founder, MOX said:

"Formula E asked MOX to blow up the existing identity and start again. This was about creating something that could match the ambition, scale and energy of where the championship is heading.We didn’t want to make Formula E simply look more modern. We wanted to give it a visual language that feels alive. Visceral, unpredictable and built to move at the pace of the sport. The design system captures that tension between control and chaos, precision and instinct. It gives Formula E an identity that can shift, change pace and keep evolving as the championship does. The ambition was to create something that doesn’t just reflect where Formula E is today, but gives it the confidence and character to define where it goes next. It’s designed to cement Formula E as the next generation of motorsport.” 

 

The visual identity is structured around five core strategic pillars:

• Speed, Technology & Competition: Highlighting extreme performance, technical sophistication, and close wheel-to-wheel racing.
• Cultural Relevance: A flexible visual language engineered for modern digital, broadcast graphics, streaming platforms, gaming, merchandise, and live events.
• Purpose Driven by Performance: Re-framing sustainability not as a compromise, but as a primary engine for speed, innovation, and technological breakthrough.
• Evolution for Loyal Fans: Retaining foundational values—innovation, progress, and competition—while carrying them into a more modern, expressive platform.
• Platform for Partners & Host Cities: Providing flexible, ownable brand assets for sponsors, manufacturers, and host cities to build deeper connections with younger, culturally engaged audiences. 

The identity will roll out fully across all Championship touchpoints ahead of the 2026/27 season.

Ellie Norman, Chief Marketing Officer Formula E, said:

"Formula E is growing rapidly across every dimension of our business—from our on-track sporting product and manufacturer involvement to our global audience and commercial partnerships. Our previous identity was created for an earlier stage of our journey. This modern, expressive brand system matches the scale of our current ambition and gives us a powerful platform to lead the next generation of motorsport."