We exist to
Accelerate
Sustainable human
progress through
the power of
electric racing.
Our values
provide the
foundation of
our brand
identity
They exist to define not only what we look like, but how we act; both how we behave internally and show up externally.
Our 4 Commitments
¡Vamos!
Impact
Bravery
Humanity
Anything is possible. Unashamedly optimistic. Ambitious about our sport.
Designed to create positive impact. Hold ourselves accountable. Celebrate our successes.
Challengers and disruptors. Push the boundaries of innovation and creativity. Always do what’s right over what’s easy.
Open and accessible. Work together as one team. Take pride in creating a strong sense of belonging.
Our identity is
Brought to life
through a
core creative
concept
Electric
Acceleration
Electric
Acceleration
is almost magic
Electric
Acceleration
is that slingshot of
instant torque
Electric
Acceleration is
going from an
idea on a napkin
to a FIA world championshop
in six years
Electric
Acceleration is
an avid, rapidly
growing
global fanbase
Electric
Acceleration is
a proven test
bed for
innovation
Electric
Acceleration is
the catalyst to
change
the world
Bringing it to life
Visual identity
Sonic identity
Bringing it to life
Visual identity
Sonic identity
Introducing
the
Torque Loop
A regenerative,
self sustaining
Device
A
representation
of our
energy
A symbol
for being
a catalyst
Supercharging
everything
it touches
A point
of ignition
THE FOUNDATION
OF OUR
VISUAL IDENTITY
Creating a sophisticated system instilled with energy and speed.brand guidelines
Visual identity
Sonic identity
Visual identity
Sonic identity
The sound
of the
future
Our sound is unique.
The sound of Formula E is unique.
We’re not as noisy others, but our sound is set to define the future of motorsport;
Electric powertrains with instant torque bolting through city streets.
Tires screeching round corners whilst crowds roar.
GEN3 is Electric Acceleration in its purest form.
The sound of electric acceleration.
We combined the raw sound of our cars with future-facing sound design to create a distinctive sound identity for Formula E.
Brand principles
Every
interaction
counts
Formula E is fan first
Whether it’s reading a press article or social post, purchasing and receiving your first race ticket, downloading and using our app – it’s our collective responsibility to ensure formula E experience is consistent, intentional and world-class.
To help, we’ve developed brand principles for bringing the brand to life through messaging, experientially and digitally.
We're a bold,
optimistic
voice you
can't ignore
Professionals operating at the cutting edge of technology, we take our mission seriously, but not ourselves – we're here to entertain.
Confident, we stand behind our sport and values. Energetic, we galvanise and bring everyone with us on our journey.
Respectful, we uplift ourselves and our people, not trying to bring others down.
Confident
We were born into adversity and disruptive by nature. We’re always assured in our mission, comfortable showing a bit of swagger and enjoy letting our competitive side come through.
We are Unafraid:
"10 seasons net zero carbon - the competition isn’t going fast enough."
We are not preaching:
"The only race that can save our future."
We are Irreverent:
"Who said you can’t overtake in Monaco?"
We are not disrespectful:
"197 overtakes more than the competition in Monaco"
Human
We deal with complicated subjects in clear, inclusive and kind ways, because knowledge understood is progress made, and we only succeed when everyone is along for the ride.
We are Open:
"Welcome to Season 10. It’s on."
We are not Exclusive:
"It’s time for Season 10. If you know, you know."
We are Easy to Understand:
"22 drivers. 200mph. This is Change. Accelerated."
We are not Complex:
"34 laps of 600kw action."
Inventive
We find interesting and relatable ways to talk about electric racing without relying on well-trodden tropes of electricity, energy or sustainability.
We are Surprising:
"Some twists you see coming. Others come at 200mph."
We are not Predictable:
"Lightning-fast racing."
Experiencing
the brand
in person
Engaging
We create premium, immersive worlds through sound, visual design and interactivity to surprise and delight our fans.
We are Engaging:
Reaction Zone: Challenge fans to show off their athleticism and reaction skills, comparing against the abilities of our elite drivers.
We are not Basic:
Cardboard GEN3: As one of the most technologically advanced cars in the world, never build the GEN3 with cheap, simple materials.
Educational
We use every opportunity to get fans up close and personal with our sport, in illuminating rather than lecturing ways, making them believe in it just as much as us.
We are Illuminating:
GEN3 X-Ray: Digital screens sliding alongside a GEN3 car, detailing the inner workings of the pinnacle of EVs.
We are not Hollow:
Giant Driver Guess Who: Trivialising our driver and their profiles, rather than portraying as world class athletes.
Elevating
We create experiences unique to Formula E and create intimate, unique memories that leaves fans wanting more.
We are Elevating:
Driver autograph sessions: Meet the drivers, in the pit lane, at their garage. The ultimate, unforgettable driver/fan experience.
We are not Detached:
Podium without fans: Our fans’ energy contributes to the race day excitement, so they should be in the thick of it for all the key moments.
Experiencing
the brand
on screen
Engaging
We're in a fight for attention so we use all the tools in our arsenal to keep you interested in the sport. Dynamic motion, intentional sound and invitations to get involved.
We are Engaging:
Predictor: Get involved in the E-Prix by playing along in the Formula E Predictor game. Place your bets to score points and win prizes.
We are not Clunky:
Always question whether we need that additional bespoke app, or social media account, or logo. Strive for simplicity and impact.
Educational
We use every opportunity to get fans up close and personal with our sport, in illuminating rather than lecturing ways, making them believe in it just as much as us.
We are Educational:
Companion app: Get the best of Formula E at your fingertips with results, live timings and exclusive interviews.
We are not Inappropriate:
Games or content with themes directly opposing our values. We are never violent, disrespectful or unsustainable.
Elevating
We create experiences unique to Formula E and create intimate, unique memories that leaves fans wanting more.
We are Intentional:
FanBot: Message our Whatsapp ai bot on the event day for tips on what to do, directions, schedules and more.
We are not One Size Fits All:
Ensure content is optimised and crafted for each channel, we make the effort to ensure we’re engaging fans.
Next chapter