New logo again: Formula E replaces Gen3 branding after less than 4 years

Formula E will enter the Gen4 era with a new look. Less than four years after the extensive rebrand introduced for Gen3, the championship is already retiring its "Torque Loop" logo. New fonts, colours, animations and broadcast graphics are also being introduced. It is Formula E's third major rebrand since 2018.

The brand identity introduced only at the end of 2022 has therefore lasted for exactly one generation of Formula E machinery. Ahead of the start of the Gen4 era, that visual identity is already being replaced.

Formula E unveiled its new logo and revised graphic design on Wednesday. The curved "E", previously referred to by the championship as the "Torque Loop", is disappearing in favour of a significantly more angular symbol. The "FORMULA E" wordmark has also been redesigned with a much sharper typeface.

The 2022 rebrand attracted considerable criticism, particularly on social media. At the time, e-Formula.news welcomed the general idea of creating a stronger visual distinction from other motorsport series, but was critical of the logo and colour scheme.

"Torque Loop" gone after less than 4 years

The new logo contains hidden "F" and "E" elements. According to Formula E, its shape is intended to communicate speed and forward movement.

The changes go beyond the logo. Fonts, colours and animations have also been revised, while Formula E is introducing a new broadcast graphics package intended to make information easier to follow during close on-track battles. The new identity has also been designed more specifically for smartphones, streaming platforms, social media and gaming.

"Our previous identity represented an earlier chapter; this brand refresh reflects exactly where we are going next," says Formula E Chief Marketing Officer Ellie Norman. The championship wants to position itself more strongly beyond traditional motorsport and, in particular, appeal to younger audiences.

Formula E shows how the new brand identity looks in motion in its official launch video.

Formula E, like you’ve never seen it before.

Motorsport is evolving. Introducing a new identity for a new era. #GEN4 #FormulaE pic.twitter.com/OsJ05iydE9

— Formula E (@FIAFormulaE) 23 September 2026

That goal, however, is far from new.

Younger audiences: Formula E has pursued the same goal since 2018

Formula E had already overhauled its brand identity in early 2018. That happened while the championship was still in its Gen1 era, but only a few weeks before Formula E unveiled its Gen2 car for the first time. The design introduced at the time remained in place throughout the entire Gen2 era.

The original interlocking "e" logo was retained in principle but revised. Formula E also introduced a new typeface, altered colours, new icons and redesigned broadcast graphics.

Back then, the championship also wanted to differentiate itself more clearly from traditional motorsport and specifically appeal to a younger audience. The same objective again played a central role in the next major rebrand at the end of 2022.

One thing therefore stands out: while Formula E's logos, colours and fonts have changed several times, one of the central aims behind those changes has remained almost identical for years.

3 major rebrands in less than 9 years

Formula E has now made three major changes to its brand identity in less than nine years. The first came during the transition from Gen1 to Gen2, the second immediately before the introduction of Gen3, and the third now arrives for the start of the Gen4 era.

Once again, the timing coincides with a broader period of change for the championship. Gen4 will make its race debut in December, while Formula E will also begin the largest calendar in its history. The previously announced streaming partnership with Disney+ is another part of that transition.

The Gen3 identity introduced in 2022 has therefore proved particularly short-lived: after less than four years, it is already being replaced. Its predecessor remained in use for around five years. While Formula E's visual identity continues to change regularly, at least one objective has remained constant for years: attracting younger audiences to the championship.