2022 Brand Refresh Initial Response Report Dec 22
Social Media, PR and Research response to new logo/identity
Strong press/PR pick up compared to a typical ‘non race’ week with sentiment significantly more positive than average
Strong performance of website and launch posts on FE social media on launch day with 8x more site users and 3x higher social impressions than an average ‘non race’ day
Other social media mentions were relatively low with 1.1k posts from just 775 users. 55% of these posts were negative (45% were positive or neutral) with these coming from just 437 users who were more likely to post multiple times
Positively, Those who saw the new identity in its entirety were more positive than those who saw just the logo in isolation
Fan insight shows that preference for the new brand identity sits at 40% vs 60% for the old identity (at similar levels to those seen by F1 after their brand relaunch)
Despite negative social sentiment, the new logo is viewed more positivity by fans when shown side by side with the old one – in fact the new logo is preferred by 56% of fans
The new identity prompted around 1 in 3 to say they are more likely to be interested and watch Formula E, whilst there were strong levels of perceived fit with FE values – particularly ‘VAMOS’ and ‘Humanity’