MotoGP repositions itself as a digital-first, global entertainment brand

Worldwide Grand Prix motorcycle racing competition MotoGP turned to independent design consultancy Pentagram for a refresh and the unification of its sub-brands. With the previous identity failing to reflect MotoGP’s nature as ‘the most exciting sport on earth’, the new design seeks to forge a stronger connection between the sport and its audience.

The redesign was founded on research that indicates fans want the sport to evolve and expand. To achieve this, Pentagram needed to add clarity to MotoGP’s various championship sub-brands (Moto2, Moto3, MotoE and eSport) by crafting a flexible brand architecture system that focuses motion and dynamism.

Key to the updated identity is the new MotoGP logo. Its leaning letter ‘M’ mimics the sport’s riders cornering circuits at high speeds, the ‘o’s evoke bike wheels and the ‘t’ represents the rider.

Pentagram teamed up with type foundry F37 to devise a new typeface, which is inspired by the logo itself, and incorporates characters that inject energy into the brand. On the other hand, the muted colour palette deliberately takes a back seat, allowing the colours of teams, sponsors and the tracks to stand out instead.

Carmelo Ezpeleta, CEO of MotoGP rights holder Dorna Sports, says, “The key question throughout has been, ‘What is MotoGP?’, both now and looking forward to who we want to be, and we hope this new identity communicates every aspect of that, from the speed to the passion and everything in between. For us, it's incredible how different this logo and brand is to our previous, and yet it feels like the perfect fit – and has done from the beginning. This is MotoGP."

Meanwhile, the new strapline – ‘Faster. Forward. Fearless.’ – forms part of an energetic new tone of voice that highlights the brand’s fastest bikes, forward-thinking manufacturers and fearless riders.

A large emphasis was also placed on adding digital clarity, with MotoGP pushing to become a global entertainment brand.

Pentagram’s creative director, Angus Hyland, adds, “It was great to collaborate with the MotoGP team to reimagine this iconic brand, and impossible not to get caught up in the excitement of the competition and the people who shape it. We hope fans around the world will embrace the new look and feel as MotoGP races into its next chapter.”