The sign above the service station.

McLaren revealed its evolved identity on 22 September. The Speedmark, papaya and Speedy Kiwi all stayed. Within days the reaction was loud and largely negative, much of it from people who had never seen the sign the work was built on.

On reveal day only Craft can be read properly. Behaviour is published as a Forecast until the evidence lands, and Memory leads with Heritage carry, the lens where this rebrand is most interesting.