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MotoGP, the motorcycle Grand Prix world championship run by Dorna Sports, has a new brand identity created by Pentagram as it becomes a digital-first global entertainment brand. The new logo replaces the long-running chequered-flag mark: the M takes its shape from a rider leaning into a corner, and the identity brings Moto2, Moto3, MotoE, eSport and the Sprint under one consistent sub-brand system. Pentagram set the brand strategy, architecture, verbal identity, messaging and fan manifesto under the strapline "Faster. Forward. Fearless.". The team also designed a colour system that keeps the masterbrand neutral, assigning parts of the colour wheel to business areas, plus motion guidelines, patterns and iconography based on the blur of bikes at speed. With F37 Foundry, Pentagram created a custom type family: the variable display face MGP Display, with alternate characters and 18 horizontal ligatures; MGP Inline; and the text faces MGP Text and MGP Text Condensed, based on F37 Qbik. The identity was revealed at the 2024 season finale in Barcelona with a launch film by Nomad.
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