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About the project
Known for its retro-inspired and mid-weight motorcycles, Royal Enfield is a historic manufacturer with roots dating back to 1901, making it the oldest motorcycle brand still in continuous production.
Throughout both World Wars, the company played a significant role in supporting the British armed forces by supplying motorcycles. During WWII, it was commissioned by the War Department to develop a lightweight 125cc model that became known as the “Flying Flea.” Designed to be parachuted into combat zones in protective cages, this compact bike proved invaluable behind enemy lines, where its agility, durability, and ease of use made it ideal for transporting troops and delivering messages. Over time, it earned a lasting reputation as an iconic piece of military history.
Today, Royal Enfield has revived the Flying Flea as a new sub-brand focused on electric mobility for urban environments. Two production-ready models have been introduced, drawing clear inspiration from the original motorcycle—retaining features such as the forged aluminium girder fork and circular headlight—while integrating modern technology. The result is a retro-futuristic design aimed at a new generation of riders, offering a sustainable, quiet, and enjoyable riding experience suited to both city streets and rural landscapes.
In preparation for launching the first model, the Flying Flea C6, Royal Enfield commissioned Pentagram to develop a global visual identity for the brand. The challenge was to capture the excitement of the reimagined motorcycle while honoring its rich heritage.
At the heart of the new identity is the Flying Flea logo, created by Pentagram and composed of three key elements: the parachute motif, the monogram, and the roundel, which functions as the primary logotype.
The parachute motif references the bike’s WWII origins and its distinctive method of deployment. It conveys both physical lightness and the broader concept of “living lightly.” This element serves as a versatile identifier, adaptable across applications—from digital interfaces and apparel tags to standalone graphics or combined with other elements such as the spark motif, which signifies the electric evolution of the brand.
Both the parachute and spark motifs are also integrated into the custom Flying Flea typeface. Developed in collaboration with Tom Baber, the bespoke, boxy grotesque font is available in bold and outline styles and draws inspiration from the lettering found on vintage WWII parachutes.
The Flying Flea monogram represents the brand’s contemporary and creative spirit. Designed to be flexible and expressive, it can be extended, cropped, or reinterpreted in various ways, making it a dynamic tool for communication across multiple formats.
Bringing together all aspects of the brand narrative, the Flying Flea roundel combines the name, the Royal Enfield masterbrand, the parachute symbol enhanced with an electric spark, and the FF monogram. This comprehensive mark reflects the brand’s heritage, innovation, and identity. Its adaptability allows it to function across different contexts, including as badges on the motorcycles and on a growing line of branded apparel.
The visual identity incorporates a palette of Teal, Electric Green, and Eau de Nil. Teal, long associated with Royal Enfield, represents nature, balance, and harmony. Electric Green highlights the brand’s forward-looking, technological edge, while Eau de Nil introduces a sense of refinement and timeless elegance, contributing to a premium aesthetic.
The global launch of the Flying Flea brand was marked by a series of multimedia events featuring collaborations with fashion designers, photographers, and sculptors. These immersive experiences brought the new identity to life through original artworks and creative interpretations of the brand.
