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(Brand guidelines) // Automotive

McLaren brand
guidelines

McLaren’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from cars.mclaren.com.

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About McLaren

McLaren Automotive makes high-performance supercars shaped by engineering, purposeful design and the driver's connection to the road. Its identity links technical innovation with a distinctive automotive heritage.

McLaren’s identity centers on its Wordmark and Speedmark. Its Heritage Shield and Speedy Kiwi add heritage character. Use the appropriate McLaren mark for the context, keeping the distinct identity of McLaren Automotive and McLaren Racing clear.

McLaren colors

  • Papaya

    HEX
    RGB

  • White

    HEX
    RGB

  • Grey

    HEX
    RGB

  • Light grey

    HEX
    RGB

  • Black

    HEX
    RGB

McLaren fonts

  • McLaren Sans Display

    Display headings · 400

  • McLaren Sans Text

    Body and supporting headings · 400

Font names only. The Brand Skill download doesn’t include font files.

McLaren’s voice

Write with confidence and forward motion. Ground performance claims in engineering, craft, and driver connection; connect innovation to McLaren’s heritage without letting nostalgia overshadow what comes next. Keep phrasing direct and purposeful, with a premium, considered tone.

  • “McLaren never stands still. Fearless engineering, uncompromising innovation. Every McLaren car relentlessly refined”
  • “Purposeful design, unmistakable presence. Supercars engineered to stand apart”
  • “We are always asking how we can go further, and that mindset continues to shape everything we do today”
  • “The same obsession that built legends shapes your McLaren legacy”

Dos and don’ts

Do

  • Use Papaya as a distinctive accent within a considered dark-and-light palette.
  • Use the McLaren Wordmark and Speedmark as core identity assets; draw on the Heritage Shield and Speedy Kiwi when heritage is relevant.
  • Describe performance through engineering, purposeful design, craft, and the driver’s connection to the car.
  • Connect heritage to contemporary innovation and future possibilities.

Don’t

  • Don’t let generic luxury language replace McLaren’s focus on engineering, innovation, and performance.
  • Don’t frame the brand as only a tribute to the past; McLaren’s heritage informs a forward-looking identity.
  • Don’t overstate vehicle specifications or availability; check details with an official McLaren Retailer.

McLaren imagery

121 images from cars.mclaren.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Digital experience imagery

11 images

McLaren’s digital experience includes navigation, model discovery, ownership and retailer journeys, and contact information. Keep visual elements within their intended interface context and make automotive imagery and calls to action easy to distinguish.

  • A black-and-white vintage photograph captures a wide, straight-on view of McLaren's service station at night.
  • The sweeping, curved glass facade of a modern architectural facility glows brightly at twilight, reflecting across the dark, still surface of a large lake.
  • A close-up, wide-angle cinematic shot captures the sleek, silver curves and air intakes of a high-performance sports car from the perspective of the driver's…
  • A cinematic close-up highlights the aerodynamic curves and metallic teal paint of a luxury sports car at golden hour.
  • A minimalist graphic of a thick, partial circular ring that serves as a progress indicator or loading icon.
  • A sprawling, two-story glass-walled circular building curves around the edge of a calm lake at dusk, with its interior lights reflecting deeply in the dark…
  • A sleek white McLaren 720S supercar speeds through a curve on a professional racetrack under bright daylight.
  • A dramatic high-angle landscape photograph features a series of sharp, grey asphalt switchbacks winding down a lush green mountainside.
  • Two male technicians in black McLaren branded polo shirts and nitrile gloves work on a metallic steering rack assembly in a bright, modern workshop.
  • A man in a white long-sleeve shirt adjusts a matte black Arai open-face helmet while standing next to a bright lime green McLaren 720S.
  • A close-up photograph of a mechanic's hands lifting a silver, metallic car alternator with a black pulley into the undercarriage of a vehicle.

Automotive imagery

57 images

Show McLaren cars as purposeful, sculptural performance machines. Product imagery spans current models, bespoke commissions, ownership, experiences, and concept design. Bring attention to form, materials, engineering details, and the car in its setting; keep model-specific details faithful to the design being depicted.

  • A cluster of rolled-up architectural blueprints is captured in a cinematic, low-light setting with a cold blue color grade.
  • A technician in a white hazmat suit and full-face respiratory mask carefully applies a matte purple finish to a curved automotive body part.
  • A man stands in sharp silhouette against a vibrant orange and yellow sunset, his back to the camera as he gazes over a layer of dark mountain ridges.
  • A close-up, cinematic shot captures the sleek curve of a modern silver sports car's side panel as it speeds down a track.
  • A close-up photograph features a metallic silver shield emblem mounted on a glossy, vibrant red vehicle body.
  • A wide landscape photograph of a modern, curved glass building that appears to float atop a calm lake under a clear blue sky.
  • A vibrant yellow McLaren F1 GTR sits at the center of a clinical, modern automotive workshop, positioned on silver metal ramps.
  • A white automotive clay model sits prominently on top of a central storage cabinet, illuminated by a single overhead fluorescent light in a dark archive room.
  • A vibrant orange and black McLaren Artura stands angled in a dramatic shaft of golden light against a dark, minimalist studio background.
  • A vibrant lime green and sky blue McLaren 750S Spider is the centerpiece of this studio photograph, featuring a unique color-shifting paint job.
  • A McLaren convertible with a complex black-and-white graphic wrap sits on a dark road against a dramatic skyline.
  • A vibrant McLaren 750S Spider, featuring a colorful '3-7-59' racing livery with splashes of blue, orange, and red, sits in a minimalist studio.
  • A dynamic collage graphic features driver Lando Norris in several poses against a dark chocolate background with large, outlined yellow-to-orange typography…
  • A sleek supercar features a dramatic black-to-neon green gradient paint job, appearing as if the color is bleeding from the rear toward the dark front.
  • A wide-angle, cinematic photograph captures a sleek black McLaren P1 with a visible carbon fiber weave front and center in a sterile, bright white workshop.
  • An extreme close-up photo focuses on a neon lime green 'MSO' badge on the black side skirt of a dark teal supercar.
  • An extreme close-up photo focuses on a high-performance vehicle's center console featuring a carbon fiber texture and metallic dials.
  • A close-up cinematic photo focuses on the aerodynamic side intake and door handle of a teal blue sports car.
  • The glowing red taillights of a dark McLaren supercar dominate this low-angle rear shot, casting a horizontal crimson streak across the center of the frame.
  • A metallic blue McLaren Artura Spider navigates a sharp, curving mountain road overlooking a vast body of water under a moody, overcast sky.
  • A wide-angle, low-light photograph captures a modern glass-walled architectural complex at dusk, where vibrant yellow and teal lights from the interior glow…
  • A close-up vintage color photograph captures a race car driver from the mid-20th century sitting in his cockpit.
  • A sleek, metallic red McLaren 720S sits in profile at the end of a stone courtyard path, its golden multi-spoke wheels contrasting with the vibrant paint.
  • A metallic red McLaren 720S with gold five-spoke wheels sits profile-view in the center of a manicured garden estate.
  • A wide-angle night photograph captures a long, curved glass building glowing with warm interior lights and colorful graphics along a dark body of water.
  • A high-performance blue sports car kicks up a massive, backlit cloud of snow as it drifts through a frozen, wintry landscape.
  • A wide-angle, cinematic photograph taken from the dark interior of a garage, looking out through a large open bay onto a sunlit racetrack.
  • A wide-angle panorama features a metallic cherry red McLaren sports car parked centrally on a gravel driveway in front of a grand tan-colored estate.
  • A sleek, vintage white racing car sits centrally positioned on a diamond-plate lift inside a dimly lit professional garage.
  • A metallic candy-red hypercar is parked on a grey asphalt driveway, gleaming under an overcast coastal sky.
  • A detailed close-up shot focuses on the exposed, mechanical gear shifter and carbon fiber steering wheel of a high-performance sports car.
  • A vibrant orange, slotted accelerator pedal stands out against two smaller silver metallic pedals in a dark car interior.
  • A white, cursive signature is centered on the rear glass of a high-performance red sports car, set against a background of dark carbon fiber weave.
  • A close-up, over-the-shoulder view captures a designer hand-sketching the rear profile of a car with a pencil on white paper.
  • A close-up, cinematic photograph focuses on the rear wheel of a sleek, matte brown performance car elevated in a dimly lit studio.
  • A close-up studio shot highlights a circular, brushed-metal fuel cap set flush against a smooth, deep crimson car body.
  • A dramatic macro product shot of a McLaren wheel hub showcases a black multi-spoke rim with sharp silver edges and a central gear-like cap featuring the…
  • A close-up studio photograph of a vibrant red sports car's rear, featuring the silver raised emblem 'MSL 6GT' across the center.
  • A metallic red supercar with a low-slung, aerodynamic profile sits parked on a grey paved driveway in front of a minimalist concrete and stone garage.
  • A vibrant blue McLaren convertible supercar drives along a winding coastal road with a steep rocky cliff on the right and a calm body of water on the left.
  • An extreme close-up photograph captures the aerodynamic curves of a high-performance vehicle, showcasing a metallic emerald green matte finish that…
  • A vibrant metallic lime green McLaren Artura is the focal point of this studio product shot, angled in a three-quarter view from the front left against a…
  • A sleek, dark grey McLaren sports car is parked in the foreground, showcasing its sculpted rear and multi-spoke wheels outside a modern glass-fronted showroom.
  • A vibrant metallic orange McLaren 720S Spider convertible speeds along a winding two-lane desert road, its motion captured by a low-angle tracking shot.
  • A sleek, metallic grey McLaren 720S Spider is the centerpiece of this studio photograph, accented with vibrant electric blue gradients along the lower body…
  • A technician in a black polo shirt works on the internal components of a vibrant yellow supercar chassis in a bright, clinical white factory setting.
  • This graphic logo features the word "McLAREN" in a bold, black sans-serif typeface.
  • A side-profile studio shot of a McLaren Artura in a shimmering teal metallic finish.
  • A sleek metallic blue supercar is shown in a crisp side-profile product shot with its top down.
  • A high-end metallic charcoal McLaren 750S is shown in a full-length side profile, highlighting its aerodynamic curves and low profile.
  • A high-performance McLaren 750S convertible is shown in a crisp profile studio shot, featuring a shimmering metallic sage green paint.
  • A high-end supercar with a visible carbon fiber weave finish is captured in a direct side-profile studio shot.
  • A sleek, light metallic silver McLaren 765LT Spider is shown from a direct side profile, highlighting its aerodynamic curves and open-top convertible design.
  • A sleek, white hypercar is captured in a crisp studio side profile, highlighting its aerodynamic, low-slung silhouette.
  • A side profile of a sleek, black McLaren 720S GT3X race car against a neutral backdrop.
  • A studio product shot of a metallic burnt orange supercar shown in a profile view from the right side.
  • A vibrant blue McLaren 765LT Spider is captured from a clean profile view, highlighting its sleek convertible design and aerodynamic carbon fiber detailing.

Heritage imagery

28 images

Use archival scenes, historic cars, and founder stories to express McLaren’s roots. Pair period details and documentary character with a clear connection to the brand’s continuing engineering and racing spirit.

  • A close-up action photograph of a young race car driver, Lewis Hamilton, ecstatically celebrating on a podium.
  • A wide-angle, full-color vintage photograph features Formula 1 driver James Hunt standing inside the cockpit of his red and white McLaren race car.
  • A grainy, vintage-style photo collage celebrates Formula 1 racing, featuring a smiling blonde driver in a Mercedes-Benz suit and a racer in a 'Santander'…
  • Three portrait photographs are arranged horizontally across a dark, desaturated architectural background featuring a curved ceiling.
  • A focused Mika Häkkinen looks up at a small CRT monitor inside a dim garage while wearing his white McLaren-Mercedes racing suit adorned with sponsors like…
  • A focused race car driver sits in a vintage open-cockpit car, his gloved hands clasped thoughtfully in front of him.
  • A dark, moody wide shot of a modern architectural pavilion with a curved glass facade serves as the backdrop for three vertically floating color portraits of…
  • A racing driver celebrates on a podium, holding a silver trophy in one hand and a large Carbon champagne bottle in the other.
  • A candid, close-up photograph captures two Formula 1 drivers, Michael Schumacher and Mika Häkkinen, in intense conversation at the track.
  • A group of six men in orange and black racing team polo shirts cheer enthusiastically while hoisting a driver horizontally in their arms inside a garage…
  • A grinning man in a bright red polo and matching cap points one finger directly at the camera in a close-up shot against a dark, reflective background.
  • A massive group of racing team members in bright orange shirts cheers enthusiastically in front of their pit garages, celebrating a milestone.
  • Niki Lauda gazes forward with a slight, knowing smile in this medium close-up shot set against a clear blue sky.
  • A close-up, high-energy photograph captures Lewis Hamilton in a white and red racing suit, beaming as he embraces another man in a white shirt amidst a…
  • A medium close-up photo captures two Formula 1 drivers sharing a smile outdoors.
  • A close-up, panoramic photograph of an elderly man with a warm, joyful expression looking off-camera to the right.
  • A high-speed action photograph of a Formula One race car speeding away on a track, viewed from a low rear angle.
  • A close-up photograph features a young man with dark, wavy hair and a pensive expression as he pulls a white fire-resistant balaclava over his head.
  • A low-angle, medium-shot photograph of a blonde race car driver celebrating a victory against a bright, overcast sky.
  • A close-up action photograph captures a race car driver in a signature yellow, green, and blue helmet marked 'NACIONAL' inside a white and orange McLaren…
  • A jubilant group photo captures a Formula 1 racing team celebrating a victory, with two drivers in silver and white 'Warsteiner' jumpsuits seated on the…
  • A high-action wide shot depicts a pack of Formula 1 cars racing down a wet asphalt track, kicking up a massive wall of white mist and spray that obscures the…
  • A vintage color photograph captures Bruce McLaren sitting on the rear tire of his orange #4 McLaren race car, which features the prominent text 'McLAREN CARS'.
  • A close-up photograph of a vintage film strip negative, illuminated from behind to reveal an amber-toned image of an old petrol station.
  • An orange vintage supercar with gull-wing doors open is the centerpiece of a faded, sepia-toned photograph resting on a textured teal surface.
  • A close-up photograph features a stack of vintage film reels in the foreground, with the top reel bearing the faint inscription "MADE IN ENGLAND." Behind the…
  • A close-up photograph features several vertical strips of motion picture film hanging from a dark horizontal bar, organized with handwritten white tape labels.
  • A striking glowing orange sliver of light cuts through a dark, moody automotive landscape.

Racing imagery

25 images

Show McLaren Racing through on-track action, teams at work, race events, and fan or heritage storytelling. Use imagery that communicates speed and competition while keeping McLaren Racing’s own identity clear.

  • A vibrant burnt orange McLaren 765LT is showcased from a three-quarter front perspective.
  • A bright, ultra-modern hallway features rows of golden trophies displayed behind glass cases on both sides.
  • A man stands with his back to the camera against an aged American flag, wearing a white t-shirt featuring a cartoon racing tire mascot.
  • A close-up candid photo captures two young McLaren racing fans smiling enthusiastically at an outdoor event.
  • A man with curly brown hair gazes thoughtfully into the distance while crouching on concrete steps outdoors.
  • A vibrant orange and black Formula 1 car leads another identical racer through a sharp turn on a damp track, with water mist kicking up from the tires.
  • A vibrant papaya orange promotional graphic features four members of the McLaren Racing team, including drivers Lando Norris and Oscar Piastri, smiling in…
  • A close-up photograph focuses on the sharp nose and front wing of an IndyCar parked on the brick start-finish line at Indianapolis Motor Speedway.
  • A close-up photograph focuses on the sharp nose and front wing of an IndyCar parked on a sun-drenched cobblestone track.
  • An orange and black Formula 1 car speed across a grey track, framed through the out-of-focus green fronds of a tropical palm tree in the foreground.
  • A high-angle nighttime photograph captures the Las Vegas Strip during a street race, featuring race cars speeding down a brightly lit temporary circuit…
  • A striking low-angle silhouette of a person standing at the top of a stone staircase, framed by two massive, geometric stone buildings.
  • A vibrant orange and red sunset sky filled with textured clouds dominates this wide shot of a Formula 1 car racing on the Abu Dhabi track.
  • Three smiling women in hoodies and baseball caps sit arm-in-arm on a grassy field at an outdoor event, with a blurred Ferris wheel and a large crowd in the…
  • A high-energy photograph captures a group of ecstatic fans behind a metal barrier, many wearing bright papaya orange and yellow McLaren team gear.
  • Two sleek McLaren Formula 1 race cars in a striking orange and black livery are parked on a glossy, reflective white studio floor.
  • Three Arrow McLaren IndyCars are parked side-by-side against a vibrant, solid orange background, captured from a high-angle perspective.
  • A high-performance orange and carbon-fiber endurance race car dominates a brightly lit garage, seen from a low rear-three-quarter angle.
  • Two smiling male race car drivers in vibrant papaya orange and black racing suits pose for a selfie against a solid, warm orange studio backdrop.
  • A high-speed action photo captures an orange and black Formula 1 car racing across a track from left to right.
  • A fisheye lens captures a Formula 1 driver in a colorful helmet and white racing suit stepping into an orange and black McLaren race car inside a busy garage.
  • A high-angle, wide-shot photograph of a bustling Formula 1 race track during a sunny day, focusing on a sharp hairpin turn.
  • A medium close-up photo of Oscar Piastri glancing slightly to the side with a faint smile, wearing a vibrant papaya orange and black McLaren cap and matching…
  • An orange, swooping crescent Speedmark logo is centered within a circular arrangement of bold black years and a vertical stack on the left.
  • A high-performance Formula 1 race car, featuring a striking papaya orange and matte black livery, is captured from a rear three-quarter angle.

Download McLaren’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow McLaren’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 122 images and the logos. The font files belong to McLaren Automotive Limited, so they’re left out.

Download the Brand SkillZIP, 15.9 MB

mclaren-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ color.md

│ ├ logo.md

│ ├ typography.md

│ ├ digital-experience-imagery.md

│ ├ automotive-imagery.md

│ ├ heritage-imagery.md

│ └ racing-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from cars.mclaren.com on 3 Nov 2026. It isn’t McLaren’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

McLaren and its logos are trademarks of McLaren Automotive Limited. Rainbrand isn’t affiliated with or endorsed by McLaren Automotive Limited.

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