Suspension & Shock Absorber Brand Restyling
Professional Motorsport Logo Design for Kolb
Client brief
Öhlins Racing suspension specialist Kolb is the official licensed partner for the Czech Republic, focused on the tuning, servicing and customization of high-performance racing and sports car shock absorbers. The goal of the project was to redesign the existing brand identity and create a more modern, professional and technically refined logo capable of representing the company within the motorsport and automotive performance industry.
The client required a visual identity that could communicate precision engineering, speed, reliability and advanced technical expertise, while preserving the recognition and reputation the company had built over the years in the racing sector.
Strategic Brand Restyling Approach
During the briefing and research phase, it became increasingly evident that a complete redesign from scratch would have risked weakening the existing brand recognition. For this reason, a strategic brand restyling approach was chosen instead of a radical replacement.
The objective of the restyling was to evolve the original logo into a cleaner, stronger and more contemporary identity without losing the visual heritage connected to the company’s history and positioning in the automotive suspension market.
As a professional logo designer, my focus was not simply on aesthetics, but on creating a visual identity capable of transmitting:
- performance and movement
- engineering precision
- motorsport attitude
- technological innovation
- stability and control at high speed
The previous logo contained several communication issues, especially regarding typography hierarchy and tagline readability. The redesign process concentrated on improving clarity, visual balance and scalability across digital and print applications.
In conclusion, the result is a modern typographic logo with a more dynamic structure, sharper proportions and a stronger visual impact, designed to work effectively across business cards, racing environments, technical documentation and automotive branding materials.
Activity
Brand restyling, and business card design.
Locality
Prague, Czech Republic.
Website
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professional business card
First of all the redesigned logo combines technical precision with a racing-inspired visual language. The typography was refined to create a stronger sense of movement and aerodynamic flow, while maintaining a professional and premium appearance suitable for a specialized suspension engineering company. The color palette reinforces the connection with technology, performance and reliability, creating a bold yet balanced brand identity.
Alternative logo concepts
During the creative process, additional logo concepts were explored and presented. Unlike the final restyling solution, these proposals were completely new logo designs inspired more directly by racing shock absorbers and mechanical performance components.
These alternative concepts featured a more aggressive and motorsport-oriented aesthetic, with stronger visual references to speed, suspension systems and competitive racing environments.
