The reaction to Formula One’s redesigned branding and logo on Monday (27 November) was nothing but extreme, with fans mourning the death of the previous design and Lewis Hamilton pronouncing “I don't think the new one is as iconic”. But for the sport’s head of marketing, the response is almost irrelevant – the logo is but a symbol for the wave of further changes owner Liberty Media is set to make.
The decision to ditch the emblem designed by Carter Wong in 1994 was partly practical. The hidden ‘1’ and intricate speeding chevrons meant it wasn’t even possible to embroider (it was always printed) and difficult to render in the digital, mobile-led age.
Now, the bold, flat style design, created by Wieden+Kennedy London to represent the low profile and aerodynamics of a race car, allows for “more personality” when animated or translated into 3D, according to Formula One’s first director of marketing, Ellie Norman.
Source : http://www.thedrum.com/news/2017/11/29/despite-criticism-formula-one-stands-its-restyled-logo-bold-depiction-changes-come