On the eve of celebrating its 110th anniversary in 2023, the French Motorcycling Federation thoroughly overhauls its graphic identity. Committed to a new dynamic of accessibility and openness driven by its President, Sébastien Poirier, the Federation is accelerating its development by relying on a new brand identity, created by the branding agency Leroy Tremblot.
Dominique Jubert, Managing Director at Leroy Tremblot: “ The main objective of this rebranding is to appeal to a wider audience by reaffirming the values of motorcycle sport shared with pride by practitioners.
The promise of the Federation, by showcasing the DNA of motorcycle sport, is to bring together and make people vibrate in unison around the same passion. »
Because beyond sport, motorcycling is also and above all a community, with a state of mind and codes that are its own. With this in mind, the Federation evolved the acronym “FFM”, which only resonated with insiders, in order to highlight the word “Moto”. Within a Federation which brings together 9 different disciplines, MOTO stands as the unifying element of a sporting practice, capable of speaking to the entire motorcycling community.
Through this posture, the Federation places itself as the standard bearer of a community which demands more freedom, more sensation and more sharing.
The federal logo, essentially typographic, is built around a coat of arms, a symbol of recognition and belonging to a group. Deliberately open, it reflects this freedom so dear to the world of motorcycling. Integrated into the contours of the coat of arms, the letters of the word motorcycle deliberately treated as a major were designed to give them a proprietary character.
Attached to each other, the use evokes speed while the rounded shapes convey conviviality and openness. Placed in a central position, the name “French Federation” is used in capital letters to affirm the institutional posture of the federation.
The choice of monochrome has a double advantage. It allows blue to be affirmed as the most representative color of French sport internationally.
It opens up flexibility of use and endorsement with an expanded palette of secondary colors for the brand architecture integrating the network (leagues and committees), the high level (divisions and French team), events (championships and prices) and federal commissions.
Sébastien Poirier, President of the French Motorcycling Federation: “We have new ambitions for motorcycle sport. To support this movement, we need to be seen, understood and better remembered by as many people as possible. We need to be inspiring both for our community, our clubs, licensees and volunteers and for a wider audience, particularly among the youngest.
Beyond the new logo itself which clearly and forcefully positions our sport, it is also a new, younger and more dynamic brand identity that we will deploy in order to reaffirm the values of our sport.
Joining the Federation means joining a community and a state of mind. »
As a nod to sport, the logo was designed to tilt at different angles like a moving motorcycle.
This principle of inclination is one of the major elements of the brand territory which will be deployed in the coming months.
