The History of Colors in Racing: The Power of Creativity

Sponsorship on race cars, often just a brand logo, actually opens up creative possibilities that captivate audiences and photographers. Here are some standout examples.

Starting in the 1970s, Martini sought to make its Porsche 917 LH (Lang Heck, meaning long version) stand out among similar entries. Dubbed the "Hippie Car", it featured flowing stripes that enhanced the car's lines, crafted by Porsche designer Anatole Lapine. The Martini Porsche 917 LH was unmistakable as it sped around Le Mans' Le Sarthe circuit in 1970. Was it perfect? Not quite—it finished second!

The Martini-sponsored Porsche 917 LH, nicknamed "Hippie Car", finished second in the 1970 24 Hours of Le Mans.

On December 31, 2000, at the Adelaide track, technicians in "Crocodile Dundee" hats waited for the new millennium alongside a uniquely decorated Audi R8. Its "crocodile" design spoke for itself, capturing the spirit of the event.

At the "Race of a Thousand Years" in Adelaide on December 31, 2000, an Audi R8 with a crocodile-themed livery claimed victory.

Team Goodsmile’s choice for its Super GT GT300 class Mercedes AMG Manga Hatsune Miku was equally clever, tapping into Japan's manga craze. Featuring the future-themed Vocaloid mascot Miku Hatsune, whose name means “First Sound of the Future”, this design not only made waves in racing but turned Miku into a pop star with commercial success.

The Mercedes AMG Manga Hatsune Miku competing in Japan’s Super GT GT300 class with manga-inspired livery.

In some cases, creativity triumphed; in others, it didn’t. In 1999, BAR / Honda Formula 1 faced a challenge: promoting two cigarette brands, 555 and Lucky Strike. FIA rules banned teams from using distinct colors for each car. The solution? A zip design split the car into two halves, giving each brand its own space and color.

In 1999, BAR / Honda Formula 1 displayed an unusual zip-separated livery to promote 555 and Lucky Strike cigarettes.

In 1986, McLaren's attempt to replace its iconic Marlboro red and white livery with a similar white and gold version to advertise light cigarettes was a disaster. On TV, the gold looked like dull yellow. By Saturday, the red-and-white was back, and the rare photos are a reminder of a failed experiment.

McLaren and Marlboro’s failed 1986 experiment to advertise light cigarettes with a white-and-gold livery at the Portuguese GP in Estoril looked dull on TV.