The Evolution of MotoGP: A New Era in Motorcycle Racing
About a year and a half ago, the Spanish company Dorna, manager of the MotoGP rights, embarked on an exhaustive process of interviews with riders, mechanics, team officials, commercial partners, and fan groups to extract the essence of what the Motorcycle World Championship represents for its enthusiasts. This was one of the first tasks assigned to Dan Rossomondo, the new commercial director of the championship, when he took office in April 2023 after more than a decade in the NBA.
Unveiling a New Identity
“From the very beginning, we have wanted to highlight everything that makes us unique as a sport, without trying to emulate anything else,” says Rossomondo in an interview with EL PAÍS, just as the new identity of the championship is unveiled at the Museu Nacional d’Art de Catalunya (MNAC). “We want to champion modernity, but never forget our roots. This goes far beyond a logo. It’s about how we communicate with fans, commercial partners, and the wider audience out there,” he emphasizes.
Going forward, all official MotoGP communications will feature a new motto: “Welcome to the most exciting sport on the planet.” Another key aspect of the plan is summarized in the three Fs: ‘Faster, Forward, Fearless’. Faster, forward, and fearless, translated into Spanish.
A New Visual Identity
The extensive interviews led to a series of specific terms: brave, fast, exciting, dangerous, and welcoming, among others. “From all of this, we extracted our brand personality, who we really are. And three key elements emerged: the new logo, a manifesto about who we are and what we want to be, and finally, a new graphic language for all our communications.” All graphics, both print and television, will have a similar twist to the degree of tilt that riders take in curves, also a nod to the tire marks left by the bikes on the asphalt.
Pentagram, an award-winning design studio from London that revamped the image of the Guggenheim, was the creator of the new MotoGP identity. Until it leaked 24 hours before the official announcement, only about 30 people within the company knew about the logo, and not long ago only the three top executives along with the design team were aware. Carmelo and Carlos Ezpeleta, CEO and sports director of the championship, and Rossomondo himself.
Expanding the Audience
“We want to attract more tourists, other casual fans, introduce the sport and our heroes, the riders, into all spheres of society, be engaged in spaces beyond mere competition,” explains the commercial director in his conversation with this newspaper. “A brand is much more than a logo, and MotoGP is much more than a sport,” notes Ezpeleta Senior, who in 1992 began to raise the elite of two wheels to unimaginable heights. This visual and communicative revolution comes days before the final acquisition of the category by Liberty Media, the American multinational that successfully revitalized the popularity of Formula 1 from 2017 to now, with hits like Netflix’s ‘Drive to Survive’ series, among many other things.
Looking Towards the Future
Among many other changes already implemented and others yet to be announced, MotoGP will feature a new marketing reference from the multinational Red Bull in 2025, British executive Kelly Brittain. “Some criticize that there are only Spaniards or Italians here, but that is not a problem per se. In the United States, right now, the most popular athlete of the moment is Lionel Messi. Have you seen him give an interview in English? No, and it’s not necessary because the language of what he does on the field is universal. Our mission is to achieve the same with our 22 riders, whoever they are and wherever they come from.”
The new MotoGP image will debut on the track this Tuesday, during an exciting first test of 2025 with up to 13 color changes among the rookies entering the category and the many riders changing teams. Champion Jorge Martín will debut with Aprilia and Marc Márquez with the Ducati of the official team, presumably the best bike on the grid after dominating with 19 wins out of 20 possible this season. Also present will be Ai Ogura, the first Japanese champion in 15 years, and Somkiat Chantra, the first Thai to reach the premier class. All of these are steps towards an exhilarating future.
Conclusion
The transformation of MotoGP marks a new chapter in the history of motorcycle racing, focusing on innovation, inclusivity, and excitement. With a fresh visual identity, a compelling manifesto, and a strategic approach to audience expansion, MotoGP is poised to captivate new fans and solidify its position as the most thrilling sport on the planet.
FAQ
What is the new MotoGP visual identity?
The new MotoGP visual identity includes a redesigned logo, a brand manifesto, and a graphic language that reflects the speed and excitement of motorcycle racing.
Who created the new MotoGP identity?
The new MotoGP identity was designed by Pentagram, an award-winning design studio based in London, known for their innovative and creative approach to branding projects.
How will the new MotoGP image impact the future of the sport?
The new MotoGP image aims to attract a broader audience, introduce the sport to new markets, and enhance the overall fan experience, setting the stage for a dynamic and thrilling future for motorcycle racing.