On 3 November, during its press conference at EICMA 2026 in Milan, Benelli presented its new logo and visual identity, marking the start of a new chapter in a story that began in 1911. Watch on YouTube: Benelli Press Conference, EICMA 2026

Developed by the Centro Stile Benelli design team, the new identity builds on the brand’s heritage rather than breaking with it. The historic emblem, with its laurel wreath, three stars and the Benelli lion, has been redrawn with refined geometry and simplified into a clean, single-colour form, designed to work consistently across physical and digital touchpoints.

The lion, a symbol of Benelli for generations, now also stands on its own as a distinctive mark, available in green, black and white. The iconic Benelli green anchors the new palette, complemented by black and white.

The film that accompanied the unveiling traces the brand’s journey, from its earliest days, founders, racing victories and factory to the new emblem, and closes with the line that has defined Benelli since the beginning: Pura passione dal 1911— pure passion since 1911.

The new identity is now rolling out across benelli.com, Benelli’s official social media channels and its distributor network worldwide. It is also on display at the Benelli stand at EICMA, open to the public from 5 to 8 November.