The Triumph logo, with its familiar “smile” line, is a familiar heritage logo for motorcycle enthusiasts and newbies alike. The design firm Wolff Olins created the brands most recent identity. A member of that design team, Miles Perkins, is now head of brand management for Triumph. He notes that the triangular mark in use now was inspired by a rich brand history, but that it also has new information tucked in, such as a reference to the Union Jack and a more balanced presentation, a nod to the company’s dedication to precision.
“The creation of the new badge with its Union [f]lag detailing and Triumph logo was inspired by the original maker’s mark engine-badge triangles from the 1930s, and was first sketched out at the factory with the Triumph engineering team,” Perkins says in a Mirror article.
The full visual history can be viewed at