Senior Research Prospectus
VCU Graphic Design - Fall 2025
By Leah Mozeleski
Re Defunct
Abstract The Defunct and the Rebranded
The evolving role of branding in modern Formula 1 reveals that has made identity and cultural relevance just as crucial as race results and legacy for a team's survival. As the sport's audience grows and diversifies, especially with younger, socially aware fans, teams are expected to represent more than performance teams must have brands that resonate beyond the track identities rooted in, embracing values like authenticity and inclusivity. Case studies of failed teams defunct teams, successful rebrands, and entirely new teams, examines how branding strategies shape fan loyalty and longevity in a fast paced sport.
Without a strong identity, even longstanding teams can lose ground without a brand that connects to modern culture, while newer or reimagined teams find success reflecting the values of today's audience by connecting with fans through modern narratives and values. The format of the writing reflects this theme too, certain lines are intentionally crossed out to mirror the instability and impermanence concept of revision and reinvention faced by defunct teams and outdated ideas. Together, these elements explore how Formula 1 teams can evolve not only on track can redefine themselves with their stories mattering just as much as the races.
Introduction Branding Becomes Survival
For years Formula 1 has been a sport based on speed Legacy used to be built solely on achievement. Now, perception has just as much of a hand in the construction. In a sport like Formula 1 where old meets new tradition means innovation constantly, the goal question isn't only who wins crosses the finish line first, but who stays relevantcatches the spotlighthas the best social media is capturing the attention of the fans₁. Behind every team on the grid is a brand, some a symbol of national pride, and others dominated by led by corporate influence. But in a sport where performance dictates profit, some teams failed to adapt many teams have to call it quits when they don't meet expectations. Falling behind not just in performance but in relevance. Poor results quickly lead to sponsors pulling out and money running dry financial pressure that pushes them off the grid. Defunct teams like these are replaced or forgotten in the fast paced sport₂.
Other teams, however, avoid this short lifespan with a rebrand transformation. New owners, new sponsors, or just a perception shift adapting their image allow teams to endure. While rebrands can end up being ineffective unlasting, some teams with alonger lineage can capitalize on continuity, using historical success and fan loyalty as part of their image manage to draw on the historical connection of the previous team and gain loyalty from a very traditional fan base. Branding in Formula 1 has evolved from simple logos to carefully curated narratives. In contrast, frequently rebranded or new teams start from nothing face the challenge of building their image from the ground up. Branding has to be dynamic As Formula 1 expands into new markets, branding is adapting to more femalemore Americanyounger more diverse audiences₃. The branding is a calculated effort to stay culturally relevant in a time shaped by a world run on engagement, and commercially viable in order to keep sponsorships in a sport running on funding.
The emergence of projects like the entry of Cadillacᶠᶦᵍ¹ joining the grid as an American team and VCARB the Racing Bullᶠᶦᵍ² team's energetic social media presence suggests a shift in how branding is being approached. Sticking less to tradition No longer so adherent to tradition, teams are pushing a more flexible forward facing image. Similarly, initiatives like the all female series, F1 Academyᶠᶦᵍ³, bring new support reach to team branding. F1 teams aligning themselves with sponsoring female drivers, pushes their values of displays their values of inclusion, youth development, and diversity to their brand. Looking at how F1 teams brand, rebrand, or disappear rise, fall, and reinvent, reveals how business and culture shape the world of F1 shows the commercial pressures and cultural shifts that define the sport in the modern era.
Chapter 1 Lack of Legacy
In Formula 1, a team's identity is not defined only by its performance extends beyond the track. Their branding is integral to how they present themselves to fans, attract sponsors, and project the team's goals values. When done well, it can foster long-term loyalty A strong, consistent brand can build legacy and loyalty, but for teams that struggle to deliver consistent results, branding is a bigger part of what they have to rely on. When performance slips, sponsors pull out, media attention fades, and the team's public image brand itself is weak. In these situations, the damage is about more than losing races, but a lack of clear direction but about losing control of the narrative that defines who the team is.
A good example of this phenomenon is the Arrows Grand Prix International team where despite its long presence in Formula 1, never managed to struggled to establish a memorable or cohesive lasting brand identity. Formed in 1978, Arrows competed in over 300 Grands Prix but failed to secure a single win. While some mid-field teams have built strong branding through national identity, driver personalities, or innovation, Arrows lacked a unifying narrative or visual identity that would make them stand out₄. Their car colors and designs liveries changed frequently, often caused by short-term sponsor arrangements rather than a long-term brand visionᶠᶦᵍ⁴. Without sustained success or branding Lacking both on-track success and good marketing, Arrows came across as generic and forgettable. By the early 2000s, financial instability and inconsistent poor results left the team vulnerable rapidly declining. Sponsorship deals fell through, debts mounted, and by 2002, the team was forced to had no choice but to withdraw from the sport₅. Despite a 25 year run in Formula 1, Arrows left little behind in terms of brand legacy, proving that lasting presence doesn't guarantee lasting impact even decades of time isn't enough in a sport where brand and identity are as important as results.
The collapse of Arrows defines a larger truth in F1, without a distinctive and well-managed brand, teams struggle to stay relevant. This is especially true when there isn't on track success to fall back on. This is illustrated even more so This was even more apparent in the brief story case of Life Racing Engines₆. Founded by Ernesto Vita₇, the team entered the 1990 season with no motorsport background and a weak brand identity. Vita's poor branding decisions positioned the project made the team seem more like a vanity project than a serious competitor, preventing him from attracting investors or sponsors. Rather than establishing credibility through partnerships, or demonstrating the engine's potential, Vita gambled everything on built the entire team's identity around his unproven W12 engine₈, only for it to be half as powerful as Honda and Ferrari its competitors₉. Their car was unable to complete qualifying laps not equipped for the speed required in F1 and the car became infamousᶠᶦᵍ⁵. By tying the team's entire identity brand so closely to a flawed failing engine, Life lost any chance to attract external support. The lack of a strong identity or competitive performance meant the brand carried no trust or appeal. Ultimately, Life Racing Engines failed not only because of poor engineering, but because Vita's branding choices misjudgements₁₀ left the team without the investors needed to stay alive beyond its single season.
The stories of Arrows and Life Racing Engines, emphasize the importance of that branding is not just decoration, but foundational essential to survival. Teams that can rely on their identity to last through setbacks, secure sponsorship, and maintain fan engagement through challenging periods will ultimately survive longer than one that can't. Without that foundation, even teams with history risk fading into the background and losing their place on the grid.
Chapter 2 Reinvention through Rebranding
While some Formula 1 teams fade away Another fate of a declining team is a rebrand. Unlike defunct teams, rebranded teams often retain their infrastructure and staff but come into the new season with new names, sponsors, and visions. The rebrand can preserve a team's spot While this allows them to stay active in the sport retain a place on the grid, it presents the challenge of maintaining a strong brand identity during such a large change question of how to build loyalty and identity when the face of the team keeps changing. The answer often lies in how well the rebrand acknowledges leverages the team's past, using previous achievements and legacy to establish continuity. Teams with long histories, even if inconsistent, can draw on legacy branding to ground their new image. On the other hand, frequent rebranding, especially when the title sponsors change, can blur a team's identity cause a team's brand to be less reliable and trustworthy.
The evolution of the Aston Martin F1 Team is a good example an effective case study in how long-term rebranding can reshape a team's identity without losing its foundation. Originally Founded in 1991 as Jordan Grand Prix₁₁, the team quickly earned recognition for its bright yellow cars and the charismatic leadership of Eddie Jordan. The team achieved moderate success Although the team had a handful of podiums and wins, the team changed hands the team underwent several ownership and identity changes over the next two decades changing from Midland to Spyker, and then later Force Indiaᶠᶦᵍ⁶. Each iteration brought a new brand identity new team had vastly different approaches to the brand identity. Midland₁₂ adopted a more corporate and impersonal identity image, Spyker₁₃ as a Dutch team, was orange branded leaned into their Dutch nationalism with a bold orange liveryᶠᶦᵍ⁷, and Force India, followed by Racing Point₁₄, became known for its eye-catching pink carsᶠᶦᵍ⁸. Despite these shifts, the team retained Throughout all these changes, however, the team's operations remained in Silverstone, crucially maintaining continuity behind the scenes. In 2021, Lawrence Stroll rebranded the team brought the well known Aston Martin name to the sport, aligning the team with a legacy in motorsport and a luxury image already tied to the companyᶠᶦᵍ⁹. The historical green and the sleek brand association allowed the team to have both modern and historical prestige.₁₅ The well known car company name allows new fans to feel a sense of familiarity with a new team, and helps long time motorsport fans feel like the team exemplifies their values.
A similar example is the Sauber F1 team as an example of brand evolution without losing its core identity which has undergone numerous rebrands₁₆ yet continues to operate from its Swiss base since the early 1990s. Starting as an independent constructor Sauber started as a private team and was eventually acquired by BMW to become a works team₁₇, meaning owned and operated by a major car manufacturer, in the mid-2000s. The partnership lasted a few years until BMW's exit and Sauber became independent yet again until 2017. They established a partnership with Alfa Romeoᶠᶦᵍ¹⁰, marking the iconic brand's comeback to Formula 1 after an absence of over 30 years. Each name change owner brought new colors, sponsors, and marketing angles, yet the team's DNA and operations remained rooted in Sauber's original foundationᶠᶦᵍ¹¹. Looking ahead to 2026, the team is set to once again rebrand the team for another change with Audi's official entry onto the grid. Unlike previous changes driven by partnerships or title sponsors, Audi's involvement is manufacturer-led aligned with a long-term vision and will tie into a broader, long-term identity campaign₁₈. In both Sauber's and Aston Martin's cases, their historical continuity has allowed each rebrand to build upon existing narratives existing legacies rather than starting from scratch.
However, not every rebrand manages the same sense of continuity. Teams that are tied to whose brand relies on their title sponsor or are affected by regular changes in ownership often face challenges in establishing a stable identity₁₉. Fans and sponsors struggle to connect When branding elements like names, color schemes, and messaging shift from season to season, it becomes difficult for fans and sponsors to form a lasting connection₂₀. The lack of brand recognition weakens the image of the team and they become unimportant to fans, especially when they don't have the on-track results to compensate. Unlike legacy teams with history₂₁, newly branded teams shifting teams have to work harder to convince fans they are worthy. In a sport In F1 where history plays a central role in shaping brand loyalty the ability to rebrand successfully depends not just on new money or fresh paint doesn't just depend on sponsor money and pretty colors, but but on how effectively the new identity is connected to something enduring and authentic.
Chapter 3 New Audience, New Identity
For modern newer Formula 1 teams without the history behind them, there's urgency to capture audience attention branding has become less about legacy and more about relevance. As many younger fans are being drawn into the sport through social media or Netflix's Drive to Survive, teams are shifting branding strategies to match the media habits of Gen Z appeal to an audience that values personality and authenticity over decades of race wins₂₂. Older fans may feel are more likely to have a connection to heritage longer standing teams like Ferrari or Mercedes, whereas newer fans who come into the sport without that inherited loyalty rely on content that speaks to them support teams and drivers based on how well they align with their interests. This gives newer or recently rebranded teams the opportunity to build a following based on entertainment and fun identity-driven marketing. They can build their fan loyalty from scratch, but must overcome the challenge of speaking to the right crowd keeping it on trend and relatable to the constantly shifting and highly critical Gen Z.
The VCARB Visa Cash App Racing Bulls team, formerly known as under the name of Toro Rosso and AlphaTauri₂₃, is the most prominent example of a Gen Z focused strategy. Without a deep history to position themselves with fall back on, they have positioned themselves as one of the most Gen Z friendly brands on the grid through their fun, personality filled social media presence₂₄. Their focus on promoting young rookie drivers like Isack Hadjar and Liam Lawson through their humorous and unfiltered memes and behind-the-scenes content current trending tiktok audios and silly game challengesᶠᶦᵍ¹² posted on social media has become a defining part of their brand identity and makes them stand out from other teams who aren't able to capture match the Gen Z trends as seamlessly. Their casual and playful approach makes them far more accessible to newer fans and allows them to connect on a more personal level to a fan who finds personality more compelling than race results. This strategy exemplifies how some teams leverage youth not only in their driver lineups but also in their branding, aimed at building loyalty among F1's younger fans.
This push toward authentic branding extends beyond showing funny personalities social media content. Each Formula 1 team is now tying their image aligning themselves with F1 Academy₂₅, the all-female racing series launched to promote gender inclusivity in motorsport, tying their image to social progressᶠᶦᵍ¹³. By sponsoring drivers in F1 Academy, teams show they embody there is a visible effort to associate themselves with feminist values, youth development, and diversity. Even though the F1 Academy itself doesn't yet command global attention, the branding value is already significant It sends a powerful message about their values in the sport₂₆. Especially for younger audiences who care deeply about representation and inclusivity, these sponsorships help teams build a reputation inpurpose appeal to a more socially conscious fanbase. For newer teams especially, involvement with F1 Academy builds their exposure and good image with a limited racing history.
Looking ahead The upcoming arrival of the Cadillac F1 team in 2026 demonstrates how branding can also shows yet another approach of branding being rooted in national identity, particularly for underrepresented groups in the sport's history₂₇. As a new team with no Formula 1 legacy, Cadillac is positioning itself as a proudly American teamᶠᶦᵍ¹⁴, hoping to win over U.S. fans who might not feel as connected to the traditionally European grid, an approach that hopes to tap into a growing U.S. fanbase sparked by newer races added to the schedule in Miami and Las Vegas. By drawing on American car culture, Cadillac's motorsport legacy in other series, and the growing popularity of F1 in the U.S., they are attempting to create a brand that appeals to American fans and draw them away from the European teams who don't necessarily embody their identity. Their strategy tries to Their brand narrative is meant to stand out to American fans and gain their loyalty with something no other teams offer, but it will all depend on whether American fans buy into the identity Cadillac is offering₂₈.
Ultimately, for teams that don't have a long legacy on their side, branding is shifting from legacy driven loyalty to cultural awareness success comes from knowing how to stay culturally relevant. Whether it's VCARB's appeal to Gen Z humor, the feminist alignment through F1 Academy sponsorships, or Cadillac's national pride campaign, the goal is the same in creating a reason for people to care. As the sport continues to grow, teams that understand that identity is crafted not inherited, will thrive the teams that understand their audience and tailor their identity to them, are the ones most likely to retain fan loyalty.
Conclusion Modern Era and Beyond
As Formula 1 is evolving into a more media-driven sport and as the audience becomes increasingly more diverse₂₉, results and legacy no longer keep a team alive sustain a team. Where technicality and race wins were once the main focus the primary markers of success, today's teams must also compete through cultural relevance and emotional connection. Teams without a foundation For teams lacking deep roots, branding has become a means of survival, shaped less by legacy and more by relevance to fans who value authenticity and personal connection.
Across defunct, rebranded, and newly formed teams In examining the downfall of defunct teams like Arrows and Life, we see that lack of identity can be just as fatal as a lack of pace. Meanwhile, rebranded teams like Aston Martin and Sauber show that continuity, even through change, can maintain can still manage to retain fan trust when rooted in something keeping some things authentic. And for the newest teams on the grid, success is being found not in historical prestige, but in cultural alignment with Gen Z humor, feminist values, or national identity offering entry points to fans. The teams that last are the ones that understand their audience The ability to adapt, to reflect modern values, and to communicate a clear identity has become essential.
This exploration of branding in modern Formula 1 has not only been a study in marketing goes beyond marketing. It's about how high pressure and fast changing identity is crafted and sustained. Without decades of legacy, teams are continually challenged with creating meaningful connections with fans through their messaging and values that reflect today's culture. These ideas form the foundation of inform the next steps of this research as a speculative rebrand of a defunct Formula 1 team through the lens of sustainability. The focus will be on how a team could construct arelevant brand built around these contemporary ideals of Gen Z appeal, inclusivity, and national pride that define successful team strategies today. With the sport's commitment to achieving net-zero carbon emissions by 2030₃₀, there is a need for design to help communicate sustainability as an integral part of what performance means in the future of racing past corporate obligation.
The synthesis will focus on using design to critically examine how sustainability is represented, not just implemented, in F1 culture. Formula 1 is known for its glamour and excessive lifestyles while also embodying the height of innovation. By rebranding a defunct team as a sustainable By reviving a defunct team as a sustainable brand, the project will question how motorsport can evolve ethically imagine how Formula 1 can connect those contradictions and how design can move the sport's transition toward a more responsible, forward-thinking ethical future. It argues that sustainability in F1 is not only a technical challenge but a branding challenge. Graphic design becomes the medium tool for envisioning what the future of more sustainable racing might look like.
