Written by:
SPEED Staff
SPEEDtv.com
In a two-part special, former Mclaren F1 graphic designer Andy Blackmore details a rarely-discussed topic - the liveries on the 2009 Formula 1 grid.
The paint scheme on a racing car is critical when it comes to selling ad space (LAT)
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With Formula 1 cars looking similar in three-dimensional form, it is often left to small aerodynamic devices and the car graphics, called ‘liveries’ to tell which car is which.
The term ‘livery’ is not widely used in North America. Its origins come military and heraldry uniforms and insignia carried upon them. The actual word comes from the French word, livrée, which means deliver. This relates to the uniform delivery personnel such as servants and butlers would ware. Today, the term is associated with vehicle branding and graphics.
Years ago, one of my bosses at a race team said ‘The most important item on a race car isn’t the engine or tub. It’s the sticker on the side, without that you have nothing’. It’s a very true comment and it came from an engineer. The graphics are an integral part to any race car because that drives money into the team, which allows them to build and develop race cars.
The first full-time sponsorship on a Grand Prix car appeared in 1968, when Team Lotus ran ‘Gold Leaf’ sponsorship in Red, White and Gold. Purists were dismayed. The sport will never be the same they cried....
Over the next 40 years, sponsorship has become very important in all sports. In Formula 1, Lotus were joined by other teams who saw the opportunity to increase their budgets. Some like McLaren and Tyrrell replaced their old colors with new sponsors, while other teams, such as Ferrari retained their classic coloration.
Tobacco sponsorship was very popular in motorsport. Traditional tobacco advertising was banned in some countries, so it was a good way to increase brand awareness. Fast forward to today and tobacco sponsorship has long gone due to legislation towards the end of the 90’s. These were replaced by tech-companies such before the tech-bubble burst. We now have an eclectic mix of companies from energy-drinks to whisky, airlines to phone companies.
This year’s grid has a wide selection of livery designs. To be honest, none are striking or ground breaking and most are conservative, compared to the designs seen in NASCAR, Formula Drift and Sportscar liveries. Much of this is down to the sponsors and their requirements. They need maximum clarity, exposure and for the logo to work, at speed on a TV screen or in newspaper print.
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