KAROLINA ALVEKRANS

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MotoGP

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Brand Identity  Motion Graphics  Typography MotoGP is the world’s premier motorcycle racing series, where riders push the limits at over 350kph. As it evolves into a digital-first global entertainment brand, I worked together with the Pentagram team reimagine its identity, bringing together Moto2, Moto3, MotoE, and eSport under one cohesive system.

At the heart of the new brand is a logo inspired by the rider’s lean at high speeds. The ‘M’ tilts into the curve, the ‘O’s reflect wheel geometry, and the ‘t’ represents the rider. The ‘GP’ suggests the track itself, balancing energy with clarity.

Every element was built with motion in mind — from a custom variable typeface (developed with F37®) to dynamic layouts that flex across platforms. The brand is designed to move — alive, responsive, and built for screens.

The visual language draws directly from the sport itself: speed becomes blur and stretch; lean becomes curve. These principles shaped our image and motion treatments — applying distortion, streaking, and directional blur to photography and video to create a visceral sense of velocity and control. Still and moving images feel as fast and alive as the sport they represent.

The result is a brand that captures the thrill of MotoGP — not just as a sport, but as a global experience built for the next generation of fans.









Credits

AGENCYPentagram London

TEAMJack Brown
Daren Howells
Angus Hyland
Federico Gaggio
Ruth Jamieson
Ashley Johnson
Eoghan McMahon
Ishaan Pamnani
Daniela Perez
Kimaya Sarin
Charlotte Selby
Shirley Wang
Alex Wright

MY ROLEConcept development
Motion design


COLLABORATORSNomad 
F37® Foundry (custom typeface)
Roger Taylor (artworking)

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