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Overtake The Future

The Race to a Better Tomorrow

Jeddah, Saudi Arabia – The Saudi Automobile & Motorcycle Federation (SAMF) – Promoter of the 2021 FORMULA 1 SAUDI ARABIAN GRAND PRIX – has today revealed its new OVERTAKE THE FUTURE signature, blending the distinct features of Saudi Arabian culture and heritage with the global, all-encompassing power of Formula 1.

As soon as the arrival of Formula 1 to Saudi Arabia was confirmed it became clear to the Promoters of this historic event that the 2021 FORMULA 1 SAUDI ARABIAN GRAND PRIX could not be just another race.

Indeed, with 23 races on this year’s F1 calendar, the need for each event to stand out and showcase its own unique identity has become more vital than ever before. For the newest race in the sport, this need was even more pronounced.

The challenge was therefore formidable: how to blend the distinct features of Saudi Arabian culture and heritage with the global, all-encompassing power of Formula 1 in such a way to speak to the pride and passion of the Saudi people, whilst also finding a way to communicate with and inspire the global F1 fan base?

The work to discover a distinguishing character that would give the people of Jeddah a sense of ownership and connection to the inaugural F1 race to take place in the Kingdom as well as one that would generate excitement and curiosity amongst F1’s global fan community was thorough and exhaustive.

In an age where basic brand recognition is no longer enough and where audiences expect to see their values reflected by the brand they follow, the goal of the 2021 FORMULA 1 SAUDI ARABIAN GRAND PRIX was to create a memorable, impactful, bilingual and visually appealing identity that rises up to the challenge of hosting the largest ever sporting and entertainment event in the nation’s history; one that also speaks to Saudi Arabia’s promise to leverage the power of sport to drive the race towards a prosperous and progressive tomorrow that will shape an inspiring future for all the men and women living in the Kingdom.

In keeping with the ultramodern Jeddah Corniche Circuit that will host the first ever F1 race weekend in the Kingdom, the 2021 FORMULA 1 SAUDI ARABIAN GRAND PRIX soon settled on the inspiring OVERTAKE THE FUTURE message that today forms the core of its visual identity. The stunning Arabian calligraphy reflects the many magnificent turns and bends that give the Jeddah Corniche Circuit its distinctive personality. As the soon-to-be fastest and longest street circuit in the world, this track represents all that is encompassed in the OVERTAKE THE FUTURE message: modern, exciting, record-breaking.

Designed to showcase the power of the fusion between the pinnacle of motorsport and Saudi Arabia’s illustrious culture, heritage and hospitality, which together will help to shape a new and exciting future for all Saudis, OVERTAKE THE FUTURE feeds directly into the Saudi government’s transformative Vision 2030 initiative, whose aim is to maximise the country’s vast human potential to create a better future for the whole Kingdom.

With less than 4 months to go until the world’s greatest drivers compete in Jeddah in front of thousands of adoring fans, the race is on. The vision is set. The message is clear:

Join us as we power forward to OVERTAKE THE FUTURE!

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