Brawn insists new logo exemplifies F1's new era

Formula 1 sporting boss Ross Brawn defended the introduction of the sports' new logo following widespread criticism of the identity change initiated after last Sunday's Abu Dhabi GP.

The new design was picked apart by the fan community as soon as it was unveiled, with many failing to understand the reasons behind the change.

"Over the past few days 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, especially when it comes to its application on merchandising and in the digital world. It has impact."

• A look at F1's new logo in its natural habitat

The fans weren't the only one's perplexed by the brand change, with Lewis Hamilton also questioning the move.

"I think the one that we already had was an iconic logo I think," he said on Sunday.

Brawn begged to differ however, insisting the former F1 logo "was neither iconic or memorable".

"It was important to let Formula One fans see that we are entering a new era," he said.

"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."

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