MotoGP
Transforming the world’s greatest motorcycle event into
a digital-first global entertainment brand.
MotoGP is now evolving into a digital-first, global entertainment brand. As it embarks on this journey, Pentagram was tasked with reimagining the MotoGP brand, consolidating its various sub-brands (including Moto2, Moto3, MotoE, and eSport) and creating a comprehensive brand identity system for both its offline and online communications.
At the centre of the MotoGP universe, the new logo is directly inspired by the he lean of the riders as they go around corners at incredible speeds. This lean is reflected in the letter ‘M’; the ‘O’s suggest the wheels' geometry, with the ‘t’ representing the rider between them. The ‘GP’ evokes the track and helps the logo retain a strong, sporty aesthetic.
Each brand element is crafted for flexibility as MotoGP evolves. Rather than fixed assets, each component is designed with motion and dynamism in mind.
The custom MotoGP typeface (developed with F37®) draws inspiration from the logo, featuring alternate characters that add energy and movement. The variable typreface offers flexibility for headlines and text, excelling in motion as a dynamic brand element.
The team’s approach to colour was to keep the masterbrand neutral, sitting outside the rainbow of different colours of the teams, sponsors and track environments. This allows the main MotoGP brand to work alongside any colour combination, giving flexibility and longevity for future seasons. Rather than defining static fixed colour values, different sections of the colour wheel were assigned to the different business areas and sub-brands.
The visual elements are directly inspired by the sport’s incredible speed and energy. During events, the bikes often blur into a mix of colour and sound as they speed past. This motion is mirrored in the animated brand elements, creating a series of energetic, vibrant, and adaptable brand moments.
Designed at Pentagram Partner...................... Angus Hyland
Project team................. Eoghan McMahon, Karolina Alvekrans, Jack Brown, Daren Howells, Federico Gaggio, Ruth Jamieson, Ashley Johnson, Ishaan Pamnani, Daniela Perez, Kimaya Sarin, Charlotte Selby, Shirley Wang, Alex Wright
Collaborators................ F37® Foundry (custom typeface), Nomad (brand film), Roger Taylor