Cooper Tires made a name for itself in the 1940s with an armored cord tire, and that invention inspired the use of an armored knight’s profile in the company logo. In 2013, the knight was replaced with a canted and simpler blue and gray logo/wordmark that suggested speed and the motion of a tire.
From the parent company Goodyear website: “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.”
The creative team also brought back an orange accent color that was used in the early days of the Cooper brand. This is meant to signal energy, but it is also a closer tie to the yellow used in the Goodyear parent brand. Perhaps not coincidentally, yellow or orange is used in the brand palettes of a number tire brand leaders, including Hankook (#7), Pirelli (#6), Continental (#4), Goodyear (#3), and Michelin (#2). Otherwise, red, blue, and black predominate the category.
