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 new visual identity centres on the Flying Flea logo. Designed by the team at Pentagram it has three elements: the parachute motif, the monogram and the roundel, which serves as the primary logotype.

The Parachute Motif reflects the Flying Flea’s distinctive history, and its unique role during World War II. The motif symbolises both physical lightness and the broader idea of ‘living lightly’. It serves as an identifier for the brand and can be used as an app button or clothing tag, as a standalone element, or combined with other elements such as the spark motif (which represents the new electric version of the Flea).

The parachute and the spark motifs also appear as glyphs in the Flying Flea custom typeface. Created with the help of Tom Baber, the boxy, grotesque bespoke typeface comes in In Bold and Outline versions and is inspired by the lettering found on vintage WWII parachutes.

The Flying Flea monogram embodies the modern, artistic and forward-thinking nature of the Flying Flea brand. Designed as a versatile and dynamic asset, it’s capable of being extended, cropped and creatively reinterpreted. This flexibility makes the monogram a powerful tool for creating distinctive brand communications across a wide range of media.

The Flying Flea roundel encapsulates the full essence of the Flying Flea story. It features the Flying Flea name, paired with the iconic Royal Enfield masterbrand, the Parachute symbol (with an added electric spark), and the FF monogram, which together represent the brand’s legacy, innovation and heritage. Endlessly versatile, the Roundels also appear as badges on the bikes themselves and across the growing range of Flying Flea garments and apparel.

Teal, Electric Green and Eau de Nil are used throughout the visual identity. Teal is a hue historically associated with Royal Enfield which symbolises nature, harmony and balance. Electric Green represents the futuristic side of the Flying Flea brand and Eau De Nil adds sophistication and elegance, giving the brand a premium and timeless appeal.

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.