Mercedes-AMG F1
Logo Engineering
To launch Mercedes-AMG Petronas Formula One Team’s new brand identity, we created a teaser film and visual system designed to build tension, energy, and anticipation, culminating in a powerful logo reveal. The work captures the precision, power, and intensity of Formula One, drawing audiences into the team’s world.
Our approach focused on a bold visual language built on power, drama, detail, and texture. Technical elements were elevated into cinematic storytelling, reflecting the relentless energy and craftsmanship at the heart of the sport.
Alongside the teaser film, we developed three films: Engineering, Racing, and Team, each contributing to the build toward the logo reveal. Designed as modular content, these narratives can be used across platforms and applications, maintaining brand consistency while allowing for individual application.
Inside the technology, complex performance systems were reimagined as expressive visual assets. Data, computation, and engineering principles are translated into dynamic forms that reveal the invisible forces driving performance. Light and colour act as kinetic accents, injecting energy and movement to create moments of visual emphasis.
The logo was engineered as part of a wider design system, built to perform across multiple colourways and alongside partnership brands. Alongside 2D logo animations, 3D iterations introduce materiality and physical presence, while a series of illusion logos seamlessly transitions from flat vector to dimensional form and back. A refined monochromatic base establishes a sophisticated visual foundation, with strategic hits of Ultra Teal that add intensity and echo the heat, speed, and precision of Formula One.
