24h Le Mans
With a century of racing already on the clock, the icon of motorsport unveils a new brand design reflecting its singularity as a complete, universal, cultural event.
Today, the Automobile Club de l’Ouest (ACO) begins writing a new chapter in the history of the 24 Hours of Le Mans, introducing new branding, designed with frog, part of Capgemini, a global creative consulting agency specializing in business model reinvention and experience strategies.
The message – Drive your destiny – takes the race into a new era where limits continue to be pushed, power sustained and humanity celebrated.
The new branding is part of ACO’s overall growth strategy to build on the race’s international reputation while remaining true to its soul. With over 300,000 spectators, the 24 Hours of Le Mans gathers people from all over the world and its new branding matches its status as an iconic annual event that transcends the frontiers of motorsport.
Pierre Fillon, President of the Automobile Club de l'Ouest : “The 24 Hours of Le Mans is more than a race. It’s a living legend, a collective experience that makes its mark on all involved – drivers, teams, partners, spectators, and volunteers. Our new identity translates that reality. We are not changing what we are, we are revealing what we have become. Drive your destiny is an invitation to be part of the story.”
The core of the new identity is “La Trace”, a resolutely contemporary, intensely sensorial visual language that encapsulates motion, emotion and the ritual associated with the event. La Trace is a conversation between heritage and innovation, symbolising an intention of forward movement and a lasting imprint. It represents the unique experience of each person who encounters the 24 Hours of Le Mans, and captures the tension, the pace and the depth of emotion that define the race.
With the new branding, the 24 Hours of Le Mans can express itself coherently and with renewed vigour across all its physical and digital touch points, before during and after the event.
“Drive your destiny evokes the essence of Le Mans: an experience where every second counts and every move makes a difference; where drivers, teams, fans and partners write their own legacy, transcending the boundaries of the circuit.”
Elisabeth Jamot, Head of Brand Creative, and Olivier Picard, Head of Creation, Design, and Innovation at frog, part of Capgemini
These choices underline the singularity of the 24 Hours of Le Mans in worldwide sport and culture. The event no longer defines itself as the world’s greatest endurance race, rather as a shared experience, constantly in step with change – a cultural phenomenon that connects generations and leaves a lasting mark.
The redesign comes as the ACO pursues the ambitious growth of the 24 Hours of Le Mans ecosystem, the modernisation of the circuit and its infrastructure, the addition of off-track events and catering for a wider, more diverse spectator base.
Drive your destiny is a personal invitation to be part of an ongoing, universal story.
