Dorna has debuted a refreshed brand for the WorldSBK Championship including a new SBK logo.

Designed by British firm Designwerk, the new logo is a classic take from when the championship debuted back in 1989.

The WorldSBK also features a new tagline, “We Make Excitement” to reinvent the level of excitement after Toprak Razgatlioglu ends Jonathan Rea 6-year dominance in the championship.

According to reports, the brand refresh is an effort to appeal to a new generation of motorcycle racing enthusiasts and make the WorldSBK more appealing motorsport.

WorldSBK is currently the third-most-popular motorsport behind Formula 1 and MotoGP.

“The refresh of our brand identity has meant a step further towards times to come, along with our fans, whilst preserving our traditional brand image made of passion, energy and spontaneity.

“A brand refresh is a major undertaking and we’re pleased to have reached our goals: the need for a consistent and coherent visual language for all the channels our brand is present on was obvious.

“The evolution of our logo and overall Brand Identity remains true to our core values while assimilating the ways our fans interact with SBK, watching it on TV, playing it as a videogame or enjoying it on social media. More than ever, we make excitement,” Francesco Valentino, Head of WorldSBK Commercial & Marketing.