Formula One has responded to criticism of its new logo by describing the old design as unmemorable.

Motorsport director Ross Brawn defended the decision to introduce the new brand, which was revealed immediately after Sunday’s Abu Dhabi Grand Prix.

“Over the past few days the question was asked as to whether the logo is really a major priority and the answer is yes,” said Brawn.

“Apart from the commercial aspects, the new logo is much more flexible in terms of its use, especially when it comes to its application on merchandising and in the digital world. It has impact.”

Lewis Hamilton was among those who questioned the decision to replace the old logo. “I think the one that we already had was an iconic logo I think,” he said on Sunday.

“Just imagine Ferrari changing their logo, or Mercedes changed their logo. I don’t think the new one is as iconic but maybe it will grow on us.”

Brawn insisted “the old logo was neither iconic or memorable” and said the new design demonstrated to F1 fans that the sport is going through big changes.

“It was important to let Formula One fans see that we are entering a new era,” he said.

“Our sport is changing and must look to the future and also outside its own environment if it is to attract new fans, especially among the young.”

“We believe this logo exemplifies this desire: in a world where visual communication is ever more important, we must also move in this direction.”

2017 F1 season