Suzuki refreshes its emblem for the first time in over two decades
Suzuki has unveiled a new emblem for the first time in 22 years, keeping the iconic “S” but giving it a fresh, digital-age twist.
Suzuki has given its corporate emblem a makeover, the first time in 22 years that the famous “S” has been touched.
The new design is said to reflect Suzuki’s new corporate slogan, By Your Side, and is meant to underline the firm’s long-held mantra of “focus on the customer” while also pointing to what comes next. The familiar outline of the iconic “S” remains in place, but it has now been flattened out for a clean look better suited to the digital age.
You may also like to read our 2025 Suzuki GSX-8T and GSX-8TT review.
Basically, where the old logo looked like a digitally created and curvaceous chrome medallion, the new logo looks more like it’s been machined from a solid billet with a bevelled edge.
The change means that the shiny chrome finish that has adorned Suzuki tank badges for years is also gone. In its place is a high-brightness silver paint, chosen not only to modernise the look but also to cut environmental impact. Suzuki says the change signals a fresh era for the brand.
You will not have to wait too long to see it in the metal, either. The new emblem will make its first public appearance on concept machines at the 2025 Japan Mobility Show.
Suzuki explains that the move is part of a wider effort to stay flexible in an ever-changing market, while positioning itself as “an infrastructure mobility closely connected with people’s lives.”
Whatever that means.
You may also like to read our feature explaining how motorcycle brands' logos and badges came to be.
Speaking about the new logo, Toshihiro Suzuki, Representative Director and President of Suzuki, said:
“The new emblem embodies Suzuki's long-held commitment to create valuable products by focusing on the customer, as well as our determination to take on new challenges for the future.
Under the corporate slogan By Your Side, we will continue to walk alongside our customers by providing infrastructure mobility closely connected with people’s lives, contributing to the realization of a sustainable future.”
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
