Öhlins unveils new brand identity and logo – focus on technological innovation

Two key elements of the new identity: logo and brand symbol

The new visual identity consists of two central elements. First, the logo has been completely redesigned: it now features a clear, minimalist design language that draws on Scandinavian design. Decorative elements from the previous logo have been removed, but the typical angles of a college font have been retained. According to Öhlins, the result is a contemporary look that continues to be unmistakably representative of the brand. In addition to the traditional yellow, the color spectrum now also includes black, white, blue, and light gray.

The new brand symbol reinterprets the brand’s familiar “Ö.” According to the company, two vertical arrows converging to form a diamond shape represent innovation, growth, and precision. The symbol is intended to reflect the brand’s values and emphasize its connection to motorsports as a central element.

Future-oriented focus and expansion of the target group

With the introduction of the new brand identity, Öhlins is pursuing the goal of further accelerating technological development and tapping into new target groups. The focus is on intelligent and adaptive suspension solutions for motorcycles and cars. According to the company, the range will be expanded beyond classic systems for OEM, aftermarket, and racing. The next generation of products will increasingly focus on integrated, technology-oriented solutions that combine performance with greater safety, comfort, and control.

Mark Spelthaen, Managing Director of the Öhlins Group, emphasizes:

“Over the past 50 years, Öhlins has built a brand that stands for racing excellence and leading suspension technology. Although we have always strived to remain at the forefront of high-performance premium suspension solutions, the visual representation of our brand has not evolved at the same pace. As we enter this new era for Öhlins, our new brand identity creates the foundation for carrying our heritage into the future. It reflects the forward-thinking, innovative spirit of our brand and opens up new opportunities to reach and inspire enthusiasts worldwide.”

Daniele Schillaci, CEO of the Brembo Group, adds:

“This is an important milestone for the future of Öhlins and strengthens the strategic connection between our brands. With a shared passion for motorsports, we want to use key technologies and innovations to inspire riders around the world.”

Presentation at EICMA 2025

The revised visual identity was unveiled for the first time on November 4, 2025, at the EICMA international motorcycle and accessories trade fair in Milan.

Öhlins’ strategic realignment, which will not change the existing product range even after the takeover by Brembo, is intended to help position the brand more strongly in an increasingly technology-oriented market environment. The aim is to set new standards in performance, safety, comfort, and control while continuing the proven racing heritage.