One of the biggest motorcycle shows in the world, EICMA, is getting a new logo. As of August 25, 2021, the show announced that it will be pushing through this year from November 23 to November 28, 2021.
A few major brands like Suzuki, have confirmed their participation. However, brands like BMW have gone on record to state that they will no longer be participating in trade shows, EICMA included. We may also expect the launch of the new Triumph Tiger during this time, as the brand has already shown a few teasers of the model covered in camo.
It will still be held in Rho Fiera Milano, in Italy, as it always has. A new logo has been unveiled on August 24, 2021, and it looks like a new age is approaching, especially with the dawn of electric mobility whether it’s cars or bikes.
Taking a look at the new logo reveals a rather clean font and some minimalistic imagery. It’s a simple design showcasing what looks like a front wheel and fork. Where are the brake rotors, though? EICMA went with the color red as a symbol of its continued and passionate love for all things on two wheels. Designed by Lorenzo Marini from the Yes Marini advertising agency.
The new slogan is “Esposizione Internazionale Delle Duo Ruote,” which translates to “International Two-Wheeler Exposition.” While we’re celebrating the new logo and all, what about the three-wheelers in the industry? We’re kidding of course.
EICMA also published a post on their Facebook page animating the logo. It’s just an 8-second clip, but it’s pretty interesting how the logo forms and moves along with the rest of the slogan. We’re expecting to see this logo on all the promotional materials for the show in the coming months, as well as the coverage during the event itself.