It’s fair to say that the new Formula 1 logo didn’t go down very well with fans when it was revealed at the end of the Abu Dhabi Grand Prix.
But it’s not something that F1’s commercial boss, Sean Bratches is too worried about and if anything, he’s happy that it shows just how much F1 fans care.
Bratches told Motorsport.com:
“These are difficult changes – as it is any time you change a corporate mark, and particularly one around a passion brand. The incumbent mark has been around for decades and it served the sport well. But we have not gone into this light-heartedly, and we have given it a lot of thought.
“It seemed from my perspective and from the moment Chase called me, it was one of the things I really wanted to look at. From my eye, it seemed to be dated, it seemed to not reflect where the sport could go.”
Bratches though is happy that the fans care so passionately about F1 as a brand.
“People have an opinion. And it is good people have an opinion because they care. And, as the caretakers of this sport and brand, we feel very strongly about it. And ultimately we will demonstrate to the marketplace that this brand will survive and thrive.
“We understand in any logo change, whether it is a small modification or wholesale, people are going to have varied opinion. And that is good for the sport. Everybody has got an opinion in F1. I didn’t think we would sneak away unscathed on that one.
With no doubt more changes on the cards from Liberty Media, it’s just something F1 fans are going to have to get used to.