Look, we all have those moments where we look at ourselves in the mirror, see the extra pounds, the graying hair, the bags under our eyes, and the burly mountain-man beard, and think, "I need a new look." We get bored with the same-old-same-old and need to do something new, something drastic, something that'll get us out of the slump.
But I don't think I'd expect a company like Öhlins, the aftermarket/enthusiast suspension giant, the only suspension company that most folks could identify by looks alone, to have that same conundrum. I mean, even normie, non-enthusiast folks could pick an Öhlins-built suspension out of a lineup, and that's all down to its signature look and gold plating.
Yet, Öhlins doesn't think so, which is why the Swedish giant, is shaking things up with a new brand identity. Thankfully, the gold remains.
The press release states, "Today marks the dawn of a new era for Öhlins. Debuting a new visual identity, the Swedish suspension brand and global racing icon moves boldly into the future while honoring its past." What that includes is a redesigned logo and an all-new brand symbol, which swaps the traditional Ö for a more rectangular O minus the umlauts.
Öhlins was purchased earlier this year by Brembo, with the two forging a new partnership that better applies each piece of those companies' technology in a more unified way for the end consumer. But, clearly, Öhlins wanted to better differentiate itself in its new era, and switched things up, though, thankfully, the iconic gold-plated visage that signifies the brand's top-tier suspension setups remains.
"Over the past 50 years, Öhlins has built a brand synonymous with racing excellence and cutting-edge suspension technology," said Mark Spelthaen, Managing Director, Öhlins Group, adding, "While we have strived to remain at the forefront of high-performance, premium suspension, the visual representation of our brand has not evolved at the same pace. As we enter this exciting new era for Öhlins, our new visual identity positions us to continue our legacy into the future. It reflects the forward-looking, innovative spirit at the core of our brand while opening new opportunities to connect with and inspire enthusiasts."
As for what comes next, again, the two companies are looking for better synergies within their products, i.e., suspension systems that work hand-in-hand with braking systems, and you'll likely see that first in MotoGP or four-wheeled racing where those packages can be tested out. However, a host of consumer manufacturers use parts from both, so it wouldn't be difficult to imagine something already in the pipeline.
But what do you all think of the new logo and visual design? And are you glad the gold stays? Let us know in the comments below.
