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Creative Bloq
Creative Bloq
Technology
Joseph Foley

Formula 1 just hit a whole new level of absurd branding

Visa Visa Cash App Cash App AlphaTauri Racing Bulls Red Bull F1 Sauber Toro Rosso
Racing Bulls F1 team rebrand logo.

Remember the old rule that a brand name should be memorable and roll off the tongue? It seems that's truly been consigned to history for Formula 1 teams, with this year's season to feature two of the most ridiculously unaesthetic and impractical names yet.

First, Sauber announced that it would officially be named the Stake F1 Team Kick Sauber. And then came the former Minardi. Renamed Toro Rosso after its acquisition by Red Bull's Racing Bulls in 2009, it became AlphaTauri in 2020 in order to promote Red Bull's clothing line. Its pithy moniker for 2024 Formula 1 season? Visa Cash App RB Formula One Team (they should really read one of the best branding books).

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