COOPER TIRES UNVEILS BOLD NEW GLOBAL BRAND LOOK AND FEEL

Cooper Tires has unveiled a bold new global brand look and feel designed to elevate its visibility, strengthen consumer recognition, and solidify its standing in an increasingly competitive global market, all while resonating with drivers who count on dependable tires to get the job done.

For over 100 years, Cooper has earned the trust of drivers who demand more from their tires-and themselves. This heritage runs through the new identity, which pairs Cooper's proven DNA with a modern aesthetic. The result is a look that signals strength, purpose, and confidence.

BUILT FOR THE DRIVER WHO GETS THE JOB DONE

The new visual brand system includes updates to its brand marks, a refined color palette, and a more contemporary design language intended to help the brand cut through in crowded retail environments and digital marketplaces.

The new assets will enhance the Cooper logo, returning to the icons that made Cooper legendary:

In the 1940's the Armored Cord tire made Cooper's name in the industry. This technological innovation inspired the use of a knight's helm into the brand logo, the brand refresh pays tribute to this iconic symbol; reborn, sharpened and ready to lead the brand into its next era.

Joining the knight is a new figure central to the brand's story: the American grey wolf. Fierce, adaptable, and always prepared for the terrain ahead, the wolf mirrors the spirit of Cooper drivers and the capability of Cooper products. Native to Ohio, just like Cooper, the wolf embodies determination, wittiness and ruggedness.

Both the knight and wolf will be visible across brand assets and hero brand moments.

Cooper's refreshed design comes with a powerful new color system rooted in history and built for visibility:

Valor Green draws from Cooper's long heritage of designing products built for demanding conditions and the natural landscapes where they're used. It represents durability, expertise, and a connection to the outdoors. It's a modern expression of the environments Cooper tires are made to tackle - a reminder that the brand helps drivers go farther, explore more, and trust the ground beneath them.

A heritage orange accent color originates from the early days of the Cooper brand, signaling energy and unmistakable character.

The palette also leans into nature which is at the heart of the Cooper brand.

Consumers will also note changes in typography, photography and illustration in the new brand identity.

The refresh was created in collaboration with Publicis P1T Crew, creatively led by BBH USA.

GLOBAL ROLLOUT

Consumers will begin seeing the new brand from March 2026, including:

• Cooper website updates across the globe
• Cooper social channels updating identity and content
• Paid media activity launching in selected markets

Additional touchpoints such as retail POS will transition over time to ensure a consistent experience globally for consumers.