Speed, adrenaline, precision: MotoGP's new identity by Pentagram

When you watch MotoGP, you'll soon realise it's more than just a sport. Those who compete show exceptional levels of skill, physical fitness, and mental toughness, and it needed a brand identity that could convey all of this, clearly positioning it as the highest level of motorcycle road racing in the world.

MotoGP approached the Pentagram team with the view of evolving into a digital-first and impactful entertainment brand. "The project aligned perfectly with our expertise in building flexible, future-proof branding systems," says Pentagram partner and creative director Angus Hyland.

One of the biggest challenges with this design work was future-proofing while respecting the brand's heritage. Another was consolidating MotoGP's complex brand architecture. He believes that "close collaboration with the MotoGP team and iterative design processes were key to navigating these challenges successfully".

Though he has worked with high-energy, global brands before, this was his first foray into motorsport. "The sector is crowded with logos and identities that often prioritise sponsorship visibility over brand clarity, so, with MotoGP, we aimed to cut through that noise by focusing on simplicity, motion, and storytelling," says Hyland.

Capturing the essence of the sport - the speed, the adrenaline, the precision - was key to the strategy, as was building a flexible system reflective of the sport's evolution into a global entertainment brand that can accommodate its teams, sponsors, and fans. The motion, angles, and dynamism of the riders inform every element of the visual identity, including the logo, which references the lean of the bikes and their geometry through its rounded forms.

When animated, other elements also mirror the thrilling motion and impossible angles of the sport. Hyland explains: "The design had to stand out against the visually crowded motorsport sector while being adaptable for digital and physical contexts."

MotoGP's design system was created to work across all touchpoints: digital, physical, and motion. Its new wordmark is entirely bespoke, directly inspired by the logo's rounded forms and dynamic angles.

The custom MotoGP typeface, developed in collaboration with F37®, features alternate characters designed to inject a sense of movement and energy. "This typeface is a vital part of the brand's visual identity, working especially well in motion to reflect the sport's dynamism," says Hyland. A complementary text typeface was also developed for versatility and readability.

According to Hyland, changes have been made to the colour palette but in "a nuanced way". He explains that the master brand remains "colour agnostic," which works well with "the vibrant and diverse colours of the teams and sponsors."

He adds, "Instead of fixed colours, we've introduced a flexible system in which different areas of the brand use distinct sections of the colour wheel.

"This approach allows consistency while embracing the sport's variety and vibrancy."

For the verbal identity, Pentagram sought to capture MotoGP's energy, passion, and inclusivity. Hyland describes the tone of voice as "direct, bold, and celebratory, embodying the spirit of the riders and fans alike".

Driven by the key message of 'Faster. Forward. Fearless', the brand voice aims to encapsulate the sport's nature of speed, innovation, and courage. "It's a rallying cry for the MotoGP community and a nod to its future aspirations," he adds.

The whole brand system includes motion design guidelines, patterns, and iconography, all inspired by the fluidity and energy of the sport. Each component was carefully designed with flexibility in mind to ensure that the brand remains fresh and engaging as it evolves.