AP Racing is extending its new brand identity to its motorcycle product line, with a new logo, updated color palette, and redesigned brake pad packaging reaching products, communications, and digital channels from fall 2026. The Coventry, UK-based brake and clutch manufacturer says the identity will be introduced gradually across its motorcycle brake pad range and customer touchpoints over the coming months. The rollout follows the debut of the same identity on the company’s car-racing side at the 24 Hours of Le Mans in June.
What Changes Under the New Identity
The rollout covers a new logo, an updated color palette, and what the company calls a modern visual language, applied consistently across products, packaging, communications, and digital channels. AP Racing says the visual identity changes while the values and principles behind the brand do not.
According to the company, the new visual language is built around six attributes it associates with the brand: precision, innovation, performance, trust, connection, and emotion. The stated aim is a digitally ready appearance that carries the company’s motorsport heritage and technical credibility into a more contemporary form.
New Motorcycle Brake Pad Packaging
The packaging shown with the announcement uses a dark blue scheme with the new AP Racing wordmark. The outer box is labeled “Motorcycle Disc Brake Pads” in English, French, and German, and the individual pad cards carry an ECE R90 Certified mark alongside NRS branding.
The four pad cards pictured cover the range of compounds in the motorcycle line:
| Part number | Formula | Application marking |
|---|---|---|
| LMP494 STR | Road Racing Sintered | Road racing motorcycle |
| LMP540 SF | Supersport Sintered | Motorcycle (Power Series) |
| LMP515 ST | Standard Organic | Motorcycle (Power Series) |
| LMP316 AOR | Off-Road Sintered | Off-road motorcycle and ATV |
Brand Film Accompanies the Launch
The identity launch is paired with a new brand film. AP Racing says the film is organized around the themes of connection, precision, innovation, and performance, and presents the company as a brand born in racing that continues to develop products for future generations of riders and racers.
Why Is AP Racing Rebranding?
The company says the new identity was developed to better reflect what AP Racing is today: a global performance brand rooted in racing heritage and focused on high-performance technology. AP Racing points to decades of developing braking and clutch technologies for championship-winning teams, professional racers, and performance enthusiasts, and says the same principles apply from elite motorsport competition to everyday road riding. The company recently marked its 1,000th Formula 1 Grand Prix as a component supplier.
Customers and partners will see the identity on the motorcycle product range and at customer touchpoints as it is introduced over the coming months, the company says.
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