United States – Popular motorcyle racing event MotoGP has announced the rollout of a new brand identity globally. The new brand identity focuses on MotoGP having the fastest bikes in the racing space, forward-thinking manufacturers, and fearless riders.
Crafted with independent design studio Pentagram, MotoGP states that their new identity is more than a logo but rather a complete evolution of the brand, including artwork, motion, typeface, visual identity and verbal identity designed to take this exciting sport on earth into a new era.
The M in the new MotoGP logo takes inspiration from two bikes, at a lean, close to each other on track as is unique to the sport. The ‘O’s suggest the wheels’ geometry, and the ‘t’ the rider between them. Human and machine. The ‘GP’ evokes the track and helps the logo retain its strong, sporty aesthetic.
Moreover, MotoGP notes that from a motorsport to digital-first global entertainment brand, the new MotoGP is for every fan – those who’ve fallen in love throughout the sport’s more than 75-year history, and all those they haven’t met yet. They also recognise that fans are the driving force behind their new identity and the most exciting sport on earth is its DNA.
Carmelo Ezpeleta, CEO of Dorna Sports, said, “We’re very excited to reveal our new identity and invite fans around the world to meet the new MotoGP. Working with Pentagram has been an incredible adventure leading to what we hope our fans will agree is an incredible result. A brand is more than a logo, and MotoGP is more than a sport.”
He added, “The process has taught us a lot about both and we’re very proud to show the world the results. 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. This is MotoGP.”
Meanwhile, Angus Hyland, creative director and partner at Pentagram commented, “Working on the new MotoGP identity has been an incredible honour. 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 that shape it. We hope fans around the world will embrace the new look and feel as MotoGP races into its next chapter.”
