There is one brand of suspension that everyone lusts over and it includes discerning car drivers, too. That brand: Öhlins. The Swedish brand has just rolled out a new logo.
The new logo now drops the umlauts (the two dots) on top of the letter “O”, while replacing the decades-old type font with a more modern, if not futuristic look.
“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 honouring its past,” says their press release.
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.”
