Goodyear Unveils Cooper Branding

Goodyear Tire & Rubber Co. has rolled out what it calls "a bold, new global brand look" for its Cooper line.

 

"For over 100 years, Cooper has earned the trust of drivers who demand more from their tires and themselves," according to Goodyear officials. "This heritage runs through the new identity, which pairs Cooper’s proven DNA with a modern aesthetic. The result is a look that signals strength, purpose and confidence."

 

The new program updates the Cooper brand's "marks," while offering "a refined color 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, (Cooper Tire & Rubber Co.'s) Armored Cord tire 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 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. Both the knight and wolf will be visible across brand assets and hero brand moments."

 

According to Goodyear officials, the Cooper brand's refresh "comes with a powerful new color system rooted in history and built for visibility. Valor Green draws from 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. It’s a modern expression of the environments Cooper tires are made to tackle - a reminder that the brand helps drivers go farther, explore more and trust the ground beneath them. A heritage orange accent color originates from the early days of the Cooper brand, signaling energy and unmistakable character. The palette also leans into nature which is at the heart of the Cooper brand.

 

"Consumers will also note changes in typography, photography and illustration in the new brand identity," say Goodyear officials, who add that new branding will be seen on Cooper's website and social media channels, as well as "paid media activity launching in selected markets. Additional touchpoints, such as retail (point-of-sale), will transition over time to ensure a consistent experience globally for consumers."

 

Goodyear acquired Cooper Tire & Rubber Co.  in June 2021.