Earlier this week, MotoGP revealed a brand identity refresh as part of an effort to modernise their image. While the refresh is intended to position the sport as more accessible to a digital-first, global audience, it has sparked a debate among fans and branding experts alike. Some have embraced the change, while others have criticised it for feeling “cold” and “corporate.”
For professionals in branding and digital marketing, MotoGP’s brand refresh provides a look into the balance between maintaining a brand’s legacy and evolving it to stay relevant in an ever-changing media-driven world. Let’s explore the meaning behind the new design, the potential strategic motivations, and the mixed reception from the MotoGP community.
Analysis of MotoGP’s New Brand Identity
MotoGP’s new logo, developed by the design agency Pentagram, is a minimalist but impactful visual identity that subtly reflects the core elements of the sport. The logo uses shapes and stylised letters to represent the sport’s action, cutting-edge technology, the riders and the bikes themselves.
The central “M” in the new logo embodies the lean of the bikes as they navigate corners at high speeds. MotoGP is known for its close, high-stakes racing, with riders frequently battling for position in tight spaces. The angularity of the “M” visually mimics the lean of the bike, while the intersecting lines suggest the tight, competitive nature of the sport. The “M” isn’t just a letter – it’s an immediate visual cue as to what you can expect to see in MotoGP.
The two “O”s in the logo symbolise the wheels of the bikes, the core fundamental aspect of MotoGP. But they also evoke the bike’s geometry whilst reinforcing the idea of motion, speed and acceleration. In addition to their reference of the wheels, the “O”s also hint at the continuous looping of a circuit, each lap brings a cycle of new challenges. By placing the “O”s centrally within the design, the logo emphasizes the importance of the bike in MotoGP.
Another important element of the logo is the “T,” which represents the rider. In MotoGP, the rider is just as important as the motorcycle – each of them do not work without the other. This focus on the rider within the logo is particularly significant in motorsports branding, as it highlights the human element of the sport, rather than reducing the brand to just machinery. MotoGP’s identity is inherently tied to the athletes who push the limits of their performance.
Finally, the “GP” in the logo stands for “Grand Prix”. The smooth, sweeping lines of the “G” and “P” reflect the curves of MotoGP’s wide variety of circuits. This design element emphasises the momentum and flow of the sport, where each race is a unique challenge. The “GP” also reinforces the idea of continuous motion, which at the core of MotoGP, is the central theme.
The Strategy Behind The Rebrand?
While the new logo has sparked some criticism, particularly regarding its “cold” and “corporate” feel, there may be a deeper strategy at play behind the rebrand. As many in the motorsports world know, in April 2024 MotoGP was acquired by Liberty Media, the American media conglomerate that also owns Formula 1. So the rebranding of MotoGP is presumably part of a broader strategy to align its visual identity with the other motorsport properties under the Liberty umbrella.
In recent years, Liberty Media has undertaken efforts to modernise and streamline the branding of its motorsports portfolio, most notably with Formula 1. The 2018 rebrand of F1 included a shift toward a minimalist, digital-first logo designed to appeal to younger audiences and the global digital demographic. Given MotoGP’s similar aspirations, it’s plausible that the new MotoGP brand is part of a larger family branding strategy, aiming to create visual cohesion across Liberty’s motorsport holdings. As you can see below, the branding for F1 Manager 24 features the exact same ‘M’ as used in the new MotoGP brand.
This strategic alignment could help position MotoGP as part of a unified motorsport ecosystem, potentially opening the door for cross-promotional opportunities, sponsorship deals, and a more globalised digital presence. However, it also raises the question of whether this approach sacrifices some of the unique character and emotional connection that fans had with the brand.
Fan Reactions
Despite the strategic intent behind the new logo, the reception from the MotoGP fanbase has been largely negative so far. Many long-time supporters of the sport have expressed disappointment with the redesign, arguing that it lacks the energy and authenticity of the previous logo. Some have gone so far as to describe the new logo as “cold,” and overly “corporate,” in stark contrast to the nature of the racing itself.
Critics have pointed out that the original MotoGP logo, with its bold typeface and dynamic design elements, resonated more deeply with the passion and history of the sport. In contrast, the new logo’s minimalist aesthetic, while modern, feels detached from the high-stakes action that has long defined MotoGP.
For some fans, the change represents a shift away from the sport’s roots and a move toward a more commercial, mass-market identity. The criticisms echo broader concerns about how motorsport, as an industry, is increasingly being shaped by corporate interests, which sometimes clash with the authentic connections that fans have with their favourite teams and drivers / riders.
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