Cooper Tyres Takes On New Brand Identity

Cooper Tires has unveiled a bold new global brand presentation designed to elevate its visibility, strengthen consumer recognition, and also solidify its standing in an increasingly competitive global market.

For over 100 years, Cooper has earned the trust of drivers who demand more from their tyres and this heritage runs through the new identity, which pairs Cooper’s proven DNA with a modern aesthetic resulting in a look that signals strength, purpose, and confidence.

The new visual brand system includes updates to its brand marks, a refined colour palette, and a more contemporary design language intended to help the brand cut through in crowded retail environments and digital marketplaces. The new assets will enhance the Cooper logo, returning to the icons that made Cooper legendary:

In the 1940s the Armored Cord tyre made Cooper’s name in the industry. This technological innovation inspired the use of a knight’s helm in the brand logo, the brand refresh pays tribute to this iconic symbol; reborn, sharpened and ready to lead the brand into its next era.

Joining the knight is a new figure central to the brand’s story the American grey wolf. Fierce, adaptable, and always prepared for the terrain ahead, the wolf mirrors the spirit of Cooper drivers and the capability of Cooper products. Native to Ohio, just like Cooper, the wolf embodies determination, wittiness and ruggedness.

Cooper’s refreshed design comes with a powerful new colour system rooted in history and built for visibility. With Valor Green underlining Cooper’s long heritage of designing products built for demanding conditions and the natural landscapes where they’re used. It represents durability, expertise, and a connection to the outdoors as a modern expression of the environments Cooper tyres are made to tackle, a reminder that the brand helps drivers go farther, explore more, and trust the ground beneath them.

Jan-Piet van Kesteren, Managing Director EMEA & Chief Sales Officer EMEA Consumer says. “This new identity reflects what Cooper Tires stands for today, a trusted, quality tyre brand with a strong global footprint.

“As part of the Goodyear family, Cooper is better positioned than ever to serve drivers with products that deliver durable performance, and our refreshed brand system helps communicate that story more clearly and consistently.

Van Kesteren adds, “We’ve kept what people value about Cooper, no-nonsense performance and character, and we’ve made it even easier to spot in a crowded market. This identity isn’t decoration but a working tool for our drivers, dealers and partners.”

The refresh was created in collaboration with Publicis P1T Crew, creatively led by BBH USA.