• by Fern Siegel , March 30, 2026

Cooper Tires is turning 100 — and that auspicious birthday means a new global identity.

The visual refresh was created in collaboration with Publicis P1T Crew, creatively led by BBH USA. The brand's centenary was given a modern update look to signal strength, history and purpose.

The color palette and design enhance the logo, but pay tribute to the company's icons: a knight and a wolf. The valor green represents the natural landscapes where Cooper tires are used. The heritage orange is a nod to the past, while representing renewed energy.

In the 1940s, the armored cord tire made Cooper’s name. The tech breakthrough inspired the knight, leading the brand into its next century of growth. The knight is joined by the American grey wolf, a symbol that signals ruggedness, as well as adaptability, the spirit of Cooper drivers. The wolf, like the company, is a native of Ohio.

Ryan Atkinson, BBH USA head of design, told Agency Daily:“This rebrand wasn’t about modernizing — it was about revelation, reclaiming and reasserting what defined the brand at its best. The knight was revived as a symbol of proven strength, while the wolf embodies range, resilience and all-terrain capability. A category-defining green — rooted in the terrain ahead — paired with a bold orange drawn from Cooper’s heritage replaces the blue. The result is a brand with unmissable presence — and real grip —on the road ahead.”

Changes in typography, photography and illustration also heighten the new brand identity.

The new brand rollout is featured on the Cooper site, social channels and paid media activity in select markets. Additional touchpoints, such as retail POS, will transition over time to provide a consistent global experience for consumers.

J.J. Kraft, vice president, global creative, content and production, Goodyear, added: “Cooper is better positioned to serve drivers with products that deliver durable performance, and our refreshed brand system helps communicate that story more clearly. We’ve kept what people value about Cooper, no-nonsense performance and character, and made it even easier to spot in a crowded market. This identity isn’t decoration. It’s a working tool for our drivers, dealers and partners.”