Case Study: MotoGP transforms into a digital-first global entertainment brand with Pentagram

MotoGP reimagines its global brand for the 2024 season with Pentagram

MotoGP, a premier global motorcycle racing championship, faced the challenge of evolving from a traditional sports organization into a digital-first global entertainment brand. Their existing branding lacked cohesion and visual clarity, especially in digital environments, and failed to unify its various sub-brands. To address this, MotoGP partnered with the design firm Pentagram to reimagine its brand identity and strategy.

Pentagram developed a comprehensive and flexible brand identity system for MotoGP. The solution included a new dynamic logo inspired by the riders' movements, a custom variable typeface created with F37, a neutral color system, and motion design guidelines that capture the energy of the sport. The new identity successfully consolidated MotoGP's sub-brands and provided a future-proofed system designed to strengthen audience connection and engage a new generation of fans, positioning MotoGP as a leading fan-centric media and entertainment brand.

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