Goodyear‘s Cooper Tires rebrand pairs heritage symbols with modern design, rolling out across digital and retail channels from March 2026.
Cooper Tires Gets a New Look With Knight Helmet and American Grey Wolf Symbols
Goodyear has rolled out a comprehensive brand refresh for Cooper Tires, its second-tier marque, with a new visual identity designed to sharpen the brand’s presence in retail environments and digital marketplaces globally.
The rebrand, effective from March 2026, includes a new logo, a refined colour palette, new typography, and updated photography and illustration guidelines, developed in collaboration with Publicis P1T Crew and creatively led by BBH USA.
Central to the new identity are two brand symbols. The first is a knight’s helmet, a revival of an icon rooted in Cooper Tires‘ history. In the 1940s, the company’s Armored Cord tyre established its name in the industry, and the helmet has been reimagined as a tribute to that legacy.
The second is an American grey wolf, introduced as a new figure representing adaptability, determination, and ruggedness that have become synonymous with Cooper Tires‘ products. The wolf also serves as a tribute to Ohio, the state from which the manufacturer came.
“Both the knight and wolf will be visible across brand assets and hero brand moments,” Goodyear said in its official statement.
Meanwhile, the colour palette anchors the refresh in two primary tones. Valor Green draws on Cooper Tires‘ association with demanding outdoor environments and is intended to convey durability and expertise. The other colour, which Goodyear described as “a heritage orange accent colour”, originates from the early days of Cooper Tires, signalling energy and strong character.
Goodyear positioned the rebrand as an evolution that pairs Cooper Tires‘ more than 100-year heritage with a contemporary aesthetic suited to a more competitive global market. The rollout began with updates to Cooper Tires‘ website and social media channels, with retail point-of-sale materials transitioning over time.
