Cooper Tires unveils new global brand identity

Cooper Tires has unveiled its new global brand identity, designed to “elevate its visibility, strengthen consumer recognition, and solidify its standing in an increasingly competitive global market”.

Commencing from March 2026, the new visual branding includes updates to Cooper’s 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”.

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 into the brand logo. The brand refresh pays tribute to this symbol.

Joining the knight is a new figure central to the brand’s story: the American grey wolf, which is native to Ohio in the US, just like Cooper Tires.

“This new identity reflects what Cooper Tires stands for today — a trusted, quality tyre brand with a strong global footprint,” said Jan-Piet van Kesteren, managing director EMEA and chief sales officer EMEA Consumer.

“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.”