MotoGP

MotoGP is a Grand Prix motorcycle racing competition held on circuits worldwide. With riders reaching speeds of over 350kph, it combines the thrill of speed and the demands of physical 
and mental endurance with cutting-edge technology.

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. 

The custom MotoGP typeface (developed with F37®) draws inspiration from the logo, featuring alternate characters that add energy and movement. The variable typeface offers flexibility for headlines and text, excelling in motion as a dynamic brand element.

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.