Benelli New Brand Identity: Redesigned Lion Logo Debuts at EICMA

Italian motorcycle maker Benelli has given itself a new look. At its EICMA 2026 press conference in Milan on 3 November, the company unveiled a new brand identity built around a redrawn version of its historic emblem, created by its in-house design team, Centro Stile Benelli. The rebrand arrived alongside three new motorcycles, including a concept bike that shows where Benelli’s product design is heading.

What happened?

Benelli presented the identity on the press day of EICMA, the international two-wheeler exhibition at Fiera Milano Rho, and published the details on its website on 4 November. The new models and look have been on public display at its stand in Hall 6 (booth B20) since the show opened to visitors on 5 November; EICMA closes on 8 November.

Benelli’s UK distributor described the moment as the brand “officially entering a high-energy new chapter.”

The company is part of Keeway Group, and it shares its hall at EICMA with its sister brands Morbidelli, Keeway and EZI.

What changed in the Benelli logo?

The changes are an evolution rather than a clean break. According to Benelli:

• The emblem has been redrawn. Its three historic elements (a laurel wreath, three stars and the Benelli lion) keep their place, but with more refined geometry.
• It is now single-colour. The simplified form is designed to work consistently on physical products and on digital screens.
• The lion stands alone. The lion can now be used as a separate mark, in green, black or white.
• Benelli green leads the palette. The brand’s signature green is the main colour, supported by black and white.

Benelli UK reported that Centro Stile researched the company’s archives before redesigning the mark, keeping the traditional symbols while giving them a cleaner, more minimal style. A launch film for the identity closes with the line “Pura passione dal 1911”, Italian for “pure passion since 1911”, a reference to the brand’s origins in 1911.

The new identity is being rolled out on benelli.com, on Benelli’s official social media channels and across its distributor network worldwide.

Why it matters

Simplifying a detailed heritage badge into a flat, one-colour mark is one of the most common moves in brand design today, because small, clean symbols are easier to read on phone screens, app icons and dashboards. Benelli’s approach is notable for what it kept: the wreath, the stars and the lion all survive, so long-time riders still recognise the badge. Making the lion work on its own also gives the brand a compact symbol for places where the full emblem would be too busy.

For more on the year’s standout design work, see our report on the Dezeen Awards 2026 public vote winners.

The Tre 903 Concept: Benelli’s design direction

The star of Benelli’s stand was the Tornado Naked Tre 903 Concept, a racing-inspired showbike that marks the return of a three-cylinder engine to the brand. Benelli calls it a research platform rather than a confirmed production model, and its design choices are aimed at future bikes:

• Modular frame: the chassis is split into three independent sections: front and rear modules in aluminium and a central composite section, according to autoevolution. Benelli says the aim is for “the frame to adapt to the motorcycle and not the other way around,” which could cut development and production costs as it adds models.
• Active aerodynamics: two retractable winglets are controlled independently by the bike’s inertial measurement unit and deploy depending on speed, riding conditions and rider inputs.
• Integrated details: the front flyscreen doubles as a ram-air duct feeding the engine, the exhaust is built into the tail section, and the digital dashboard sits in the upper triple clamp, Benelli UK reported.
• Engine: an all-new three-cylinder unit of about 900cc that weighs around 56 kg and revs to 14,000 rpm.

The concept also uses fully adjustable Öhlins suspension at the rear and Marzocchi at the front, with an inverted aluminium swingarm. Autoevolution noted that it rides on slick tyres, which would not appear on a road bike. Chief designer Stefano Casanova discussed the bike with the outlet at the stand.

What else did Benelli launch?

Two production-focused models joined the concept:

• Tornado Naked Twin 700: the new flagship of the Tornado Naked range, with a 698cc parallel-twin engine, a two-way quickshifter, cruise control, Marzocchi suspension and Brembo brakes. Benelli says it was developed and tested in Pesaro.
• TRK 602 X: the production version of the adventure bike Benelli showed in 2025 and the successor to the TRK 502, with a slimmer, cleaner silhouette and a 554cc twin-cylinder engine.

Benelli UK also highlighted the Leoncino Bobber 400, which introduces Benelli’s automated manual transmission, and updates to the TRK 702 range.

What happens next?

Benelli has not given prices or on-sale dates for the new models in its announcements, and it has not said whether the Tre 903 will reach production. The rebrand itself is already under way, with the redrawn emblem and standalone lion rolling out across Benelli’s website, social channels and distributor network.