MotoGP

Combining the thrill of speed and the demands of physical and mental endurance with cutting-edge technology, MotoGP is a high-stakes, adrenaline-filled sport celebrated by motorsport fans around the globe.

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The masterbrand was kept 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.

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Created in collaboration with F37, the new custom MotoGP typeface features a set of alternate characters that inject energy and movement. The variable typeface provides maximum flexibility, working particularly well in motion as a dynamic brand element.

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During events, the bikes blur into a mix of colour and sound as they speed past. This motion, along with the shifting directions and seemingly impossible angles of riders as they take corners, is mirrored in the animated brand elements, creating a series of energetic, and vibrant brand moments.

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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 and creating a comprehensive brand identity system.

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