Öhlins announces major brand identity change

Öhlins has confirmed some major changes as we head towards 2026, including a new visual brand identity.

The Swedish company is a global market leader when it comes to suspension systems, with its products heavily used throughout both the two- and four-wheel sectors.

Nothing will change in that regard, or when it comes to offering its systems to OEMs, and other sectors, such as racing. However, Öhlins is making some pretty big changes in other areas less than a year after it was bought by braking specialists Brembo.

The major change involves Öhlins debuting a new visual identity, which it says consists of two main elements. Those are a completely redesigned logo and a new brand symbol. 

In a press release, Öhlins says the new identity strategy has been “optimized for today’s digital landscape”. It also goes on to say “though the logo sheds many embellishments borne by its predecessor, it retains the nostalgic angles of collegiate font in its typeface, resulting in an updated look that is still quintessentially Öhlins.”

The new brand symbol is a fresh take on the iconic Öhlins ‘Ö’ that now features two vertical arrows converging to form a diamond. Öhlins has made this strategic change to better position itself for the future, although exactly how that works, and looks, is unclear. It also claims that the new symbol reinforces the brand’s ethos. 

What all of this is trying to tell us is that Öhlins is not standing still when it comes to current industry trends. And in a world that’s become increasingly tech-heavy of late, it’s no surprise to see Öhlins effectively trying to better itself.  

Öhlins also says its new vision will see the company become more innovative, while reaching “a broader, more diverse audience within the high-performance segment”, for both motorcycles and cars. 

Mark Spelthaen, Managing Director, Öhlins Group, said this about the new strategy that it claims will enhance performance, safety, comfort, and control.

“Over the past 50 years, Öhlins has built a brand synonymous with racing excellence and cutting-edge suspension technology. 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."

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