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McLaren has unveiled a new wordmark across its Automotive and Racing businesses, replacing the familiar lettering while keeping the Speedmark and Speedy Kiwi. The redesign is less about starting over and more about bringing an old piece of McLaren history into the brand’s current identity. The new lettering comes from the sign above the McLaren family’s service station in Remuera, Auckland, where Bruce McLaren built the car that gave him his first racing victory. The timing is interesting, too. McLaren is entering a new phase with plans for a performance SUV, a 500 million Euros UK investment programme and a wider motorsport presence.