Benelli Simplifies Its Lion Emblem for a New Identity
Benelli presented a new logo and visual identity at its press conference on 3 November 2026, during the EICMA motorcycle show in Milan. The Italian maker, founded in 1911, called it a new chapter that builds on its history rather than replacing it.
What changed
The emblem keeps everything people know: the laurel wreath, the three stars and the Benelli lion. Benelli’s in-house design team, Centro Stile Benelli, redrew their shapes with cleaner geometry and turned the whole emblem into a single colour, so it looks the same stamped on a tank as it does on a phone screen.
The lion can now also be used on its own, as a separate mark, in green, black or white. The palette is built around Benelli’s signature green, with black and white beside it.
Why it matters
This is the same move many old crests have made, from Audi to Lamborghini: keep the parts people recognise and remove the effects and colours that make a badge hard to reproduce small. Letting the lion stand alone gives Benelli a compact symbol for app icons and social profiles, where a full wreath and stars would be too fine to read.
The new identity is rolling out on benelli.com, Benelli’s social media channels and its distributors around the world.
