Mox reimagine racing entertainment with a brand refresh for Formula E, one of the fastest and sleekest sports in the world

According to recent figures, Formula E (the highest class open-wheel single-seater motorsport championship for electric cars) has over 422 million fans, and what’s more is that the sport is still young, only twelve years old, but fast (no pun intended) becoming a force to be reckoned with. The upcoming era of Formula E, also known as ABB FIA Formula E World Championship, is fixated on the Gen4 – a radical reimagining of electric racing, featuring a futuristic chassis, 600kW outputs and head-spinning speeds, delivering faster and more furious races than its predecessor: the Gen3 Evo race car. Why does any of this matter? It’s because creative agency Mox has been chosen to take on this upcoming era with a bold identity that will introduce new fans to the sport and whilst reintroducing the old, all whilst using a powerful, turbo-charged visual language.

According to the press release, Mox were inspired by the way Formula E manages energy and velocity – the new branding needed to be fast, slick, and beautiful. The updated look reflects a championship that is faster and more ambitious than its sister racing sports, for example, the bespoke typeface (based on a customised cut of AP Gavel and created with London-based type foundry All Purpose Studio) has its own velocity settings built into it – instead of weight settings, the type moves as if its going from zero to 200, from a standing start to an italicised “turbo mode”, whereas Micro Mono handles timestamps, reference codes and technical data.

Ellie Norman, chief marketing officer of Formula E, says in the press release: “Formula E is growing rapidly across every dimension of our business – from our on-track sporting product and manufacturer involvement to our global audience and commercial partnerships. Our previous identity was created for an earlier stage of our journey. This modern, expressive brand system matches the scale of our current ambition and gives us a powerful platform to lead the next generation of motorsport.”

Among the icons, dynamic colour systems and intuitive broadcast motion graphics is the updated Formula E icon, designed on a 30 degree angle, giving it the forward lean that runs through the wider system, communicating speed, eagerness, competitiveness, like it’s ready to speed off and take us with it. “Formula E asked Mox to blow up the existing identity and start again. They wanted a visceral reaction. Love it or hate it, just don’t shrug,” says Matt Bolton, creative director and co-founder of Mox. “We went for a Marmite icon. It throws you at first, then it grows on you, and that’s what keeps it standing up in five seasons. You read the E immediately. The F is what you find afterwards.”

Set to roll out across all championship touchpoints ahead of the 2026/27 season, Formula E is growing rapidly across the sports sector, nabbing streaming partnerships with Disney+ with racing cars the world has never seen before. The modern brand system provides an expressive platform built for multi-platform media consumption, especially in Inter, the typeface that carries longer copy, and wordmarks and logos that enhance clarity for race viewers. The purple that runs through Formula E’s blood is called Surge Purple, and it leads the palette, with Signal Orange and Electric Lime handling emphasis across a bespoke, blocky typeface that feels modern, almost cocksure.

It’s all expressive in the same way that a racecar is, it has a volume to its revving, a heat to its ignition – this is all very apparently due to Mox’s excellent work across music and lifestyle brands, it makes them primed to take on a sport that hinges on ferocious competition. Not just an electric brand of Formula 1, nor a discount version of it, Mox brings audiences into the future along with racing technology, bringing us into a landscape of sport that is based on cleaner energy and futuristic ideas.