A logo can be a useful disturbance
Formula E’s polarising identity is a reminder that memorability often needs a little friction.
Distinctiveness is sometimes the result of refusing to smooth every edge.
The Story
Formula E’s new logo is designed to provoke a reaction rather than disappear into the category. Its awkwardness is intentional: a visual signal that the sport wants to feel faster, younger and less inherited. ([creativebloq.com](https://www.creativebloq.com/design?utm_source=openai))
That is a valuable brand lesson. A system does not need universal approval at first glance; it needs a clear reason to exist and enough flexibility to build recognition over time.
For client work, ask a sharper question than ‘Do people like it?’ Ask: ‘Will the right people remember what it is—and why it feels different?’
Studio Wensday Angle
Use controlled friction to make a brand more recognisable.