These days, Öhlins begins a new corporate era at the image level. The Swedish firm, a leader in technologies related to suspensions within the automotive industry, debuts a redesigned logo and a new brand symbol.
Mark SpelthaenCEO of the Öhlins Group, commented: “Over the last 50 years, Öhlins has established a brand synonymous with racing excellence and cutting-edge suspension technology.”
“While we have strived to remain at the forefront of premium, high-performance suspensions, 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.”
Concludes: “It reflects the innovative and visionary spirit that characterizes our brand, while opening up new opportunities to connect and inspire enthusiasts.” For its part, Daniele SchillaciCEO of the Brembo Group, said: “This marks a crucial milestone for the future of Öhlins.”
Concludes: “It further aligns our two brands in our strategy to provide intelligent, integrated solutions to our customers. Driven by a shared passion for motorsports, we focus on leveraging key technologies and innovations to inspire drivers and drivers around the world.”
Öhlins focused on the diversification of technological innovation
Following its acquisition by the Brembo Group in January 2025, Öhlins presented a new development and marketing strategy. As part of Brembo, the Swedish firm expands its offering, from traditional suspension products for original equipment manufacturers (OEM), the aftermarket and competition, to innovative solutions based on technology.
The objective is to reach a broader and more diverse audience within the high-performance segment for two- and four-wheeled vehicles. The company is taking a new direction, leveraging the latest innovations in intelligent adaptive suspension and systems integration to capture the excitement of sports motorsport, while improving performance, safety, comfort and control.
A new corporate identity
Öhlins’ new visual identity is made up of two main elements: a redesigned logo and a new brand symbol. Optimized for today’s digital environment, the redesigned logo channels the refined simplicity of Scandinavian design with a technological twist. While the logo dispenses with many of the trappings of its predecessor, it retains the nostalgic angles of collegiate typography, resulting in an updated look that’s still quintessentially Öhlins.
The brand’s signature yellow is also incorporated into the new visual elements, complemented by shades of black, white, blue and light grey. The new brand symbol is a modern reinterpretation of the iconic Öhlins “Ö”. Composed of two vertical arrows that converge to form a rhombus, it represents the new generation of Öhlins and reinforces the brand’s philosophy: expansion, innovation and precision, always with motorsports as the central axis.
