Redefining MotoGP's Visual Identity

Why the Change?

As Liberty Media closes in on its acquisition of MotoGP, the decision to refresh the brand identity was made in anticipation of a new era. The last MotoGP logo was launched in 2007, and since then, the media landscape has undergone a remarkable evolution. Today, we consume media on multiple platforms and in various formats. A recognisable logo must work seamlessly from a near-microscopic profile avatar to multi-storey grandstand branding. The previous logo became unfit for purpose due to this evolution, and the awkward relationship between the typography and logo further reinforced the need for a change.

MotoGP is not only competing with other motorsports but also with the wider entertainment industry. Its rebranding partner, Pentagram, is well-versed in breathing new life into global brand identities. The brief was to present MotoGP as "the most exciting sport on earth."

What Works

Scalability and legibility are key features of the new logo. While the previous logo was an abstraction of a chequered flag, the new logo appears more as a wordmark, making it more flexible. It can be scaled down without losing its readability. The overall adaptability of the new title typography is also noteworthy, with a playful fluidity that is crucial for reaching global audiences with varying accents.

The "MGP Text" fonts used in longer text blocks improve accessibility. However, the titling fonts do share some similarities with those developed by Wieden+Kennedy for Formula 1. This is not a matter of bad execution but a similar approach to similar briefs.

The new identity creates better cohesion among Moto2, Moto3, and MotoE. All the series are now united as one recognisable visual package. There is potential for this close alignment to enhance the visual value of the premier GP class, which will be evident on race weekends.

Playing Nicely with Others

The six official sponsors of MotoGP are crucial for the funding and reach of the championships. The new logo redresses the balance, making the partnership with major brands appear more proportionally harmonious. Each sponsor is shown as an equal partner, enhancing the commercial value of the sport.

What Doesn’t

The move towards 'MGP' as a shorthand watermark and social avatar seems like a misstep. 'MGP' is often associated with the Manx Grand Prix, and the shortened versions in the support series (M2, M3, ME) are not particularly distinctive or desirable. Visual tropes in motorsport can lead to clichés, and dispensing with the chequered flag is a sensible step, but the leaning form of the letters can make identities feel homogenised.

The M in the new logo has a 65-degree angle, which gives MotoGP a legitimate claim to a lean-angle. However, the oblique extended M sometimes feels disconnected from the rest of the wordmark. The perfectly circular Os, inspired by wheel geometry, draw the eye but may distract from the overall readability of the logo.

In Conclusion (Although not explicitly asked for in the instructions)

While fans are understandably attached to the old logo, the new iteration offers practical design benefits. It provides flexibility for designers across all platforms and is a step towards redefining MotoGP's visual identity for the modern era. As with any rebranding, there will be some initial resistance, but it is important to look towards the future and the on-track action that truly matters.