Öhlins Unveils Modern Identity to Mark a New Era

Öhlins, the suspension company famous for its unmistakable gold shocks, has decided it’s time for a refresh. The Swedish brand, now operating under Brembo’s ownership, unveiled a new visual identity aimed at ushering in what it calls a “new era.” That includes a cleaned-up logo and a fresh brand symbol that trades the traditional umlauted Ö for a more modern, squared-off O.

The company says this redesign reflects both heritage and progress, signaling a renewed focus on innovation while maintaining the core visual elements fans recognize. And yes, the iconic gold finish isn’t going anywhere.

Managing Director Mark Spelthaen explained that after five decades of shaping suspension excellence, the company’s look simply hadn’t evolved as quickly as its technology. The new design, he said, better aligns with Öhlins’ forward-thinking character and positions it for a future of growth and deeper connection with enthusiasts.

With Brembo now in the mix, both brands are working toward closer technical integration, suspension systems, and braking components developed as unified packages. Expect to see the results first in top-tier motorsport programs before filtering down to performance road products.

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