Brawn: Old logo neither iconic nor memorable
3 December 2017 – Formula 1 sporting chief Ross Brawn says that the championship's old logo was "neither iconic nor memorable", after the emblem was changed for the first time in over 20 years.
Following the conclusion of the Abu Dhabi Grand Prix, a new scheme was unveiled, with senior officials citing the desire for better online and digital promotion as the trigger for change.
Amid mixed reaction to the introduction of a new logo for the sport, Brawn has defended the revised approach, insisting that a change was necessary for Formula 1 to grow.
"The question was asked as to whether the logo is really a major priority and the answer is yes," said Brawn.
"Apart from the commercial aspects, the new logo is much more flexible in terms of its use.
"[This is] especially [true] when it comes to its application on merchandising and in the digital world. It has impact. The old logo was neither iconic or memorable.
"It was important to let Formula 1 fans see that we are entering a new era.
"Our sport is changing and must look to the future and also outside its own environment if it is to attract new fans, especially among the young.
"We believe this logo exemplifies this desire: in a world where visual communication is ever more important, we must also move in this direction."
Brawn, writing in Formula 1's newsletter, also believes Liberty Media has a duty to equal the playing field in the future, citing the nature of the time gaps in Abu Dhabi.
"After 10 laps, seventh-placed Nico Hülkenberg was already 19.170 seconds off the leader, which grew to 85s by the end of the race," he said.
"And here we're talking about an exceptional driver and a factory team representing one of four major automotive manufacturers in Formula 1.
"I think we have a duty to look at ways of making the championship more balanced, without resorting to artificial or improvised means.
"That's why, for several months, working first and foremost with the FIA and the teams, we have been looking at ideas to make the sport we all love, more interesting.
"That's what the fans want, as has been seen from the research we have carried out over the past few months and let's not forget that they are the sport's most important asset."