The same day that the Spanish Jorge Martín was proclaimed world champion in Barcelona, MotoGP has revealed his new visual identity. With the change of image, the motorcycle competition aims to consolidate its evolution from being a motor sport to a global entertainment brand focused on digital.
This has been expressed by the entity itself in a statement, in which it describes the new identity as more than a logo. It has been created together with the design studio Pentagram and represents a complete evolution of the brand. It includes art, movement, typography, visual identity and verbal identity, and all of it has been designed to bring motorcycling to a new era.
From MotoGP they point out that the new image is designed for everyone the fans. “Those who have fallen in love throughout our 75+ year history, and all those we have yet to meet“, they explain from the competition. “Fans are the driving force behind our new identity and the most exciting sport in the world is its DNA”.
MotoGP has renewed its logo. Leave behind the one that expressed the naming of the competition in rounded red letters, along with the squares that eluded the finish flag in the races. Now, as they explain, the logo highlights the letter M, inspired by two motorcycles in the middle of a race, inclined and very close to each other. They also point out that the letters O suggest the wheels, while the T would represent the pilot. For its part, the letters GP evoke the track, and help create a strong and sporty aesthetic.
Likewise, MotoGP has also developed a new brand claim: “Faster. forward. “Fearless” (Faster, forward and without fear). This appears in the manifesto that has been published on social networks, and which is narrated by the actress Emilia Clarke “Game of Thrones”). In addition, it will also be expressed along with the concept “Welcome to the most exciting sport on the planet.”
The concepts are also reflected in the definition that MotoGP now makes of itself, which reads: “Welcome to the most exciting sport on the planet. The fastest motorcycles. The most innovative manufacturers. The bravest pilots in the world. This is the competition, and there can only be one winner. Join us to the limit of the possible, to the edge of your seat“.
“The key question throughout this whole process has been ‘What is MotoGP?’, both now and thinking about who we want to be, and we hope this new identity communicates every aspect of that, from speed to passion and everything in between. What’s in the middle? This is MotoGP“commented Carmelo Ezpeleta, CEO of Dorna Sports, the organizing company of the motorcycle world championship.
“It was great to collaborate with the MotoGP team to reinvent this iconic brand, and it was impossible not to be infected by the enthusiasm of the competition and the people who make it up.”said Angus Hyland, Creative Director & Partner at Pentagram. “We hope fans around the world embrace this new look and feel as MotoGP launches into its next chapter.”.
As reported by El País, the new identity is the result of a process of research and interviews with drivers, mechanics, team managers, business partners and fans to know the essence of what the Motorcycle World Championship represents. From there came terms such as brave, fast, exciting, dangerous and welcoming, and which have shaped the image presented.
