Having produced its first motorbike in 1902, Triumph’s legendary brand was cemented during the 1950s and ‘60s through associations with actors such as Steve McQueen and Marlon Brando, while numerous land speed records and successful races added to its iconic status.

The opportunity now is for Triumph to get closer to today's emerging biker audience, whilst balancing a stronger growth push into existing markets and make successful entries into new markets. The challenge lay in preserving the strong heritage inherent in Triumph’s brand whilst better representing a more modern offer to attract a wider and younger customer.

Our new brand proposition for Triumph celebrates what is unique and true to the company, and desirable and compelling for customers. It brings together the core of what makes Triumph special - purposeful engineering, delivering the best riding experience, and connects the company's obsession ?for making bikes with a bikers’ obsession for the perfect ride.

The logo was refreshed through redrawing it slightly, making it more usable on modern bikes whilst staying true to its original design. A new, bolder brand symbol is applied to both bikes and at events incorporating the new logo into the existing 'makers mark' triangle

The new brand proposition and identity have been positively received internationally across the whole operation and global network of over 800 dealers.

It is widely understood to represent a sea change in Triumph’s renewed focus on the customer and their experience. The new brand is central to the programme to transform the dealer environment and experience. The new brand helps the business confidently build and deliver more 'Triumphness' in its products, touch points and events as it grows its customer-base internationally.