Transforming the world’s greatest motorcycle event into a digital-first entertainment brand. 

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, set against a backdrop of intense competition. It’s a high-stakes, adrenaline-filled sport celebrated by motorsport fans around the globe.

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. The new branding aims to strengthen MotoGP’s connection with its audience and partners and engage a new generation of fans.

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, set against a backdrop of intense competition. It’s a high-stakes, adrenaline-filled sport celebrated by motorsport fans around the globe.

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. The new branding aims to strengthen MotoGP’s connection with its audience and partners and engage a new generation of fans.

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, set against a backdrop of intense competition. It’s a high-stakes, adrenaline-filled sport celebrated by motorsport fans around the globe.

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. The new branding aims to strengthen MotoGP’s connection with its audience and partners and engage a new generation of fans.

Full case study and brand film here