Formula One unveiled a new logo at the season-ending Abu Dhabi Grand Prix on Sunday as the first step in a rebranding of the U.S.-owned sport. The design, described as symbolising the look of a Formula One car with a 'modern-retro feel', replaces one introduced three decades ago by former commercial supremo Bernie Ecclestone. Managing director Sean Bratches said it reflected the "wider transformation taking place in Formula One" as owners Liberty Media sought to broaden the sport's appeal and lead it into a digital future. Formula One's director of marketing Ellie Norman, who joined from Virgin Media in August, told Reuters the new logo derived from fan feedback and would be easier to work with on digital and mobile platforms.

"I think over time it will be received positively," she said, recognising there could be an initial backlash in some quarters.

"Having shared it with the teams in Abu Dhabi on Thursday and with our sponsors and partners on Wednesday, the feedback... has been incredibly positive."

Jean Todt, president of the governing International Automobile Federation (FIA), told reporters he saw it as "a good evolution". Four times world champion Lewis Hamilton was less sure after seeing the new logo flash up on the screens after the podium ceremonies.

"I think the one that we already had was an iconic logo," said the Briton. "Just imagine Ferrari changing their logo, or Mercedes... but maybe it will grow on us."

Ferrari's Sebastian Vettel said simply: "I liked the old one better."