In today’s version of “I’m getting old,” Brembo ruins the Ohlins logo (and I guess I get to keep the “yellow” theme of today going).
I figure I should start with a link to the Ohlins site so you can see how someone (I’m curious if this was an in-house decision or if it was “inspired” by a consultant) conned Brembo into thinking they should change the Ohlins logo and how someone else got paid way too much to come up with word salad quotes that mean nothing like:
“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.”
Do logos have to evolve? Who comes up with this stuff?
I’m not trying to pretend like the old logo was some sort of paragon of design, mind you. But if you’re going to throw away all that history, why would it be for this? The stylized “O” just looks like someone rotated the first letter and did a bad job cropping it.
I don’t know how to describe it but this gives me “knockoff” vibes:
I’d love to know how much this rebrand cost the company. In the meantime…I’ll miss you, old friend:
What do you guys think? Is the new design cool? Am I overreacting? Does anyone actually care…?