MotoGP
Faster. Forward. Fearless.

MotoGP is the world’s premier motorcycle racing championship, but a dated brand and same-same voice had it stuck in pit lane. Our task? Reimagine it as a modern digital-first brand that could transcend motorsport to become a global entertainment property, bringing new audiences on the ride, without crashing the existing fanbase. 

The story

With riders reaching speeds over 350kph, our new visual and verbal identity took starting orders from the sport’s energy and dynamism. For tone of voice, we set ourselves a three-line brief: Be more motorbike. Which meant a voice that was bolder, faster, more fearless, more visceral, and more inclusive; all aimed at taking fans, new and old, closer to the action, recreating the thrill of the race in language. 

Guided by the sport’s adrenaline-fuelled identity, we defined the voice with four imperatives: Chase the feeling; Go full-throttle; Lay it all down; Be one garage. Bike racing already has its own vernacular, and we leaned into that, taking phrases like, Keep it pinned, put your shoulder to it, flag-to-flag, shutters up; and unlocking it for the wider public, and going full-tilt.

As well as new tone of voice and messaging, the brand refresh featured new logo, inspired by the rider’s lean, brand strategy, architecture, tone of voice, messaging and motion design. Four custom typefaces bought the tone of voice and messaging to life, featuring bespoke alternate characters evoking the speed of the bike, the fluid motions of the riders, and the curves of the race track. 

MotoGP is more than a motorsport; it's a global spectacle, uniting millions of fans across continents with speed, adrenaline and passion. As the pinnacle of two-wheeled racing, its ambition has always been to transcend borders, cultures, and languages - to become a truly universal sporting brand. In an era where global sports thrive on accessibility and inclusivity, our brand imperative was to evolve MotoGP beyond its European roots, with a language approach that can be easily translated and localised to resonate with audiences worldwide. 

The results

Since rebranding, MotoGP has had huge global growth, with a fanbase of 632 million people at the end of the 2025 season, a 12% increase on 2024. Social media followers surpassed 60 million in 2025, and trackside attendance reached a record-breaking 3.6 million at race weekends in 2025. Global TV audiences grew by an average of 9% per Grand Prix, and sprint race viewership increased by 26% compared to 2024. The rebrand successfully reached younger audiences with more than half of its followers under the age of 35. MotoGP described the 2025 season as a "landmark" year with record-breaking digital engagement, including over 1 billion minutes of action consumed on the official YouTube channel.

Partnered on: Tone of voice, tagline, core brand copy, social copy.

Collaborated with: Brand narrative team at Pentagram, Angus Hyland’s team at Pentagram, Tom Higham at Boombox.

Key copy:

  • For the nail biters
    And the overnighters 
    For the finger peepers
    And the thrill seekers
    For these born on two wheels 
    And those more used to four 
    For the race day countdown
    And the final sprint 
    For the fair weather fans  
    And those who live flag-to-flag
    For the veterans
    For tomorrow’s riders 
    For the try this at home-ers 
    For the grid gatherers 
    And the Sunday sofa 
    For the chase
    For the win 
    For all of us 
    MotoGP
    Faster. Forward. Fearless.

“We partnered with Pentagram to create a new identity for MotoGP to lead our evolution from motorsport to global sports entertainment brand. Our aim is to grow exponentially, expand our reach and increase our cultural resonance with racing at the heart of who we are and want to be. 

What we've worked to create with Pentagram plays a strategic role in enhancing our brand reputation, attracting new partners, and engaging a broader audience. It's faithful to our essence but ready to engage new fans and communities worldwide. This transformation has already strengthened our position in the industry.”

Dan Rossomondo Chief Commercial Officer

“This year’s outstanding project, taking home the ‘Grand Prix’ trophy after a pulsating night hosted at The Brewery in central London, was MotoGP and Pentagram. Described by one judge as a “a top-tier example of brand consolidation,” the project took home a further four Golds and one Highly Commended. The redesign successfully repositioned MotoGP as digital-first, global entertainment brand, and was an entry that will be remembered for years to come.”

Transform Awards ‍ ‍

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