In a desire to reinvent itself, Dorna Sports, which manages the commercial rights of MotoGP, is considering a major reorganization of its visual identity, including the introduction of a new logo. This initiative, revealed following pre-season testing in Qatar, will come to fruition in November, according to Dan Rossomondo, Dorna's commercial director.
While the majority acquisition of Dorna View Liberty Medium is being finalized by the end of the year, Rossomondo insists that revamping MotoGP’s brand identity is an independent process. “ This renewal is essentially a redefinition of our identity and how we want to present ourselves to the world ", he explained during the Spanish Grand Prix at Motorsport.
MotoGP is recognized for its colorful spectacle and its dynamism, qualities that Dorna would like to highlight. “ Our race is phenomenal, like the one we had in Austin. This is the aspect that we want to highlight. ", highlighted Rossomondo.
Dan Rossomondo of Dorna: “ we aspire to greater consistency in our communication »
The new logo is part of a broader strategy, touching on several aspects of the interaction of Dorna with its stakeholders, from fans to partners to customers. “ We strive for greater consistency in our communication ", he added. This change aims to integrate and better reflect the fundamental values of the championship: speed, innovation, advanced technology, and the exceptional courage of the drivers.
Although the current logo has been in use since 2007, and while this change may seem minor to some, it is clear that for the general public it will represent a significant turning point. “ The new logo will have its admirers and detractors, but what really matters is the strategy that supports it ", concluded Rossomondo, putting into perspective the importance of this development for the image of MotoGP on a global scale.
