24 Hours of Le Mans
Accelerating a Motorsport Icon Forward
Revealing the enduring story of human tenacity at the heart of a world-class event
Sector
Beyond the race
With a century of racing already on the clock, the 24 Hours of Le Mans is one of the most iconic sporting events in the world. Founded and managed by the Automobile Club de l’Ouest (ACO), Le Mans is known for pushing machines, teams and drivers to their limits over 24 uninterrupted hours.
Yet despite its global fame and record-breaking audience numbers, Le Mans was faced with a modern challenge. Younger fans and international audiences were increasingly gravitating toward immersive, narrative‑led sports experiences. While the endurance of Le Mans was widely recognized as a remarkable technical achievement, the deeper emotional intensity—the resolve, tension and triumph at its core—remained largely untold. It was time for connection to take the lead.
frog partnered with the ACO and the 24 Hours of Le Mans to redefine how endurance is expressed, shifting the brand from a performance-led motorsport event to a deeply authentic experience. Together, we uncovered a fundamental truth: endurance at Le Mans is not simply measured in miles covered or competitors faced, but in the inner journey of the human spirit. This insight became the foundation for a new brand platform, editorial strategy and visual identity.
The 24 Hours of Le Mans is more than a race. It’s a living legend, a collective experience that makes its mark on all involved—drivers, teams, partners, spectators and volunteers. Our new identity translates that reality. We are not changing what we are, we are revealing what we have become. This is an invitation to be part of the story
Reframing <br>endurance
Project Highlights
Challenge
From known to felt
Le Mans was globally recognized, but its emotional power hadn’t hit full throttle: endurance was perceived as technical and abstract. We saw an opportunity to expand and deepen the heartfelt force of Le Mans with both new and loyal audiences.
Solution
Another dimension
frog repositioned endurance as an inner trial experienced over 24 hours. We introduced a new brand platform, tagline, editorial voice and visual identity built around expressing human struggle, choice and transformation.
Outcome
One living brand system
Le Mans now speaks with a unified, emotional voice across brand, content and experience. Endurance is reclaimed as a fundamental truth, transcending the concept of a single event and establishing itself as a lasting narrative, capable of evolving over time.
Tracing the evolution
The team devised a new visual language for the 24 Hours of Le Mans centered around the idea of “La Trace.” A contemporary, sensorial visual language, “La Trace” encapsulates motion, emotion and ritual. It conveys the idea that each person who encounters Le Mans leaves with an indelible mark shaped by their own unique journey.
Meanwhile, a refreshed editorial voice reflects the visceral nature of the race. The tagline “Drive Your Destiny” combines mythic storytelling with self-empowerment and velocity. It encourages everyone, from drivers to spectators to beyond, to make the 24 Hours of Le Mans their own, as an immersive experience lived from within.
The legend starts here
Our collaboration signals the transformation of Le Mans from a performance-driven event into a lived experience defined by endurance, choice and resilience. It celebrates the heritage of Le Mans as a profoundly human vision of endurance racing.
By revealing this deeper dimension of one of the world’s most prestigious races, Le Mans shifts into a higher gear: drawing in new generations while reigniting the passion of its loyal fans.
The 24 Hours of Le Mans is no longer measured by hours on a clock, but by the unique experience of each and every second.
