Benelli redraws its lion for a cleaner, single-colour identity
Presented at EICMA 2026 in Milan, the motorcycle maker’s refreshed emblem keeps its heritage but simplifies it for screens and products.
Italian motorcycle maker Benelli presented a new brand identity at its EICMA 2026 press conference in Milan on 3 November. The update was developed in-house by the Centro Stile Benelli design team.
A heritage mark, simplified
The historic emblem, with its laurel wreath, three stars and lion, has been redrawn with more consistent geometry and reduced to a clean single-colour version that works on physical products and in digital use. The lion can now also stand alone as a mark.
Colour
Benelli green anchors the palette, supported by black and white. The standalone lion is shown in each of those three colours.
Why it’s a good example
Heritage brands often carry emblems that were drawn for badges and tanks, not app icons or social avatars. Keeping the story but tightening the drawing, and adding a smaller standalone symbol, is a practical way to modernise without losing recognition. It is a useful reference for anyone refreshing an older logo.
Sources (3)
- Benelli Benelli unveils its new brand identity at EICMA 2026 ↗ · 4 November 2026 Official announcementhttps://www.benelli.com/int-en/news/benelli-unveils-its-new-brand-identity-at-eicma-2026
- InSella Benelli a EICMA 2026: due anteprime, un concept e la nuova TRK 602 X ↗ · 31 October 2026 Italian; preview of the new brand imagehttps://www.insella.it/news/benelli-eicma-2026-due-anteprime-un-concept-nuova-trk-602-x-79475
- Motori Magazine Benelli a EICMA 2026: nuove moto e concept innovativo ↗ · 26 October 2026 Italian; mentions the evolution of the visual identityhttps://www.motorimagazine.it/le-anteprime-di-benelli-e-il-progetto-studentesco-a-eicma-2026/
This story summarises reporting by the publishers listed above; all facts come from those sources. Please read the original articles for the full reporting. Product names, logos and trademarks belong to their respective owners, and no images from the sources are reproduced here.
