In their own words
The project aligned perfectly with our expertise in building flexible, future-proof branding systems.
Close collaboration with the MotoGP team and iterative design processes were key to navigating these challenges successfully.
The design had to stand out against the visually crowded motorsport sector while being adaptable for digital and physical contexts.
Instead of fixed colours, we've introduced a flexible system in which different areas of the brand use distinct sections of the colour wheel.
It's a rallying cry for the MotoGP community and a nod to its future aspirations.
Articles & interviews
- Pentagram reimagines Vertical's brand as eVTOL start-up unveils Valo aircraft
Pentagram, led by partner Angus Hyland, has refreshed the brand identity for British eVTOL start-up Vertical ahead of the launch of its Valo aircraft. The project introduces a new strategy, naming, and visual system designed to make urban air travel feel accessible and aspirational. The updated identity reimagines the hummingbird symbol, introduces Universal Sans typography, and uses sky-inspired gradients and motion principles to reflect the brand’s forward-looking vision.
- Pentagram Redefines MotoGP Identity with Speed and Precision
Pentagram has unveiled a new brand identity for MotoGP, led by partner Angus Hyland. The rebrand focuses on motion, speed, and flexibility, positioning MotoGP as a digital-first global entertainment brand. The system includes a custom typeface developed with F37®, a flexible colour approach, and motion-led design elements inspired by the sport’s dynamism.
- Sthuthi Ramesh on 'permalancing' and why the industry should be more supportive of creative mums
The Brand Identity interviews London-based designer Sthuthi Ramesh about her experiences freelancing at leading studios like Pentagram and Made Thought, her advocacy for more inclusive and supportive environments for creative mothers, and her co-founding of Nicety Materials, a digital library for physical materials. She discusses the challenges of permalancing, the impact of the pandemic, and her passion for sustainability and diversity in design.