Flying Flea by Pentagram
The latest brand and rebrand launches, as they happen.
Brand: Flying Flea
Studio: Pentagram
Typefaces:
Flying Flea bold
Royal Enfield is a motorcycle manufacturer known for producing classic-styled, retro and mid-weight motorcycles. Established in 1901, it is the oldest motorcycle brand still in continuous production.
The company played a crucial part in the war effort, supplying motorcycles to the British armed forces during both World Wars. During WWII it was commissioned by the War Department to make a model which became known as the ‘Flying Flea’. This was a nickname for the lightweight 125cc motorcycle designed to be dropped by parachute in cages for airborne troops to use on the ground. Behind the enemy lines it proved to be the agile, easy and tough companion for delivering messages and transporting soldiers, and it soon became a legendary part of military history.
Royal Enfield has reimagined the Flying Flea as a new endorsed brand for electric mobility to be used in the City+ environment with two motorcycles ready for production. These initial models take strong cues from the iconic motorcycle (including the Flea’s distinctive forged aluminium girder fork and round headlight) with the latest technology. The result is a retro-futuristic bike designed to appeal to a new generation of riders, that’s green, quiet, fun to ride and equally at home in the city or the countryside.
Ahead of the launch of the first Flying Flea C6 model, Royal Enfield asked Pentagram to create a new visual identity for the brand that would have a global appeal. The new identity needed to convey the excitement of riding the newly reimagined Flea while acknowledging its amazing heritage.
The Flying Flea was officially launched around the world with a series of multi-media events featuring fashion designers, photographers and sculptors, creating immersive environments and original artworks in response to the exciting new brand.
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