AP Racing - From legacy to future
Coventry, UK based AP Racing has introduced a new brand identity across its motorcycle market offering, bringing a refreshed visual expression "to a brand that has been synonymous with high-performance engineering and motorsport excellence for decades.
"The rollout includes a new logo, an updated colour palette, a modern visual language, and a stronger, more consistent brand experience that customers will begin to see across products, packaging, communications, and digital channels from autumn 2026 onwards."
Born on the racetrack and shaped by British engineering, AP Racing has built its reputation through "relentless innovation, technical excellence and a deep understanding of performance. Trusted by championship-winning teams, professional racers and performance enthusiasts worldwide, the company has spent decades developing braking and clutch technologies that create confidence, control and connection between rider and machine."
The new identity represents the next chapter in AP Racing's journey. "It has been developed to better reflect the company it is today: a global performance brand rooted in racing heritage, driven by engineering precision and focused on the future of high-performance technology." While the visual identity evolves, the values and principles that have defined AP Racing remain unchanged.
The new visual language is "built around the attributes that have always distinguished the brand: precision, innovation, performance, trust, connection and emotion. It combines a modern, digitally ready appearance with the heritage, authority, and technical credibility that have made AP Racing one of the most respected names in performance engineering worldwide."
Wind Trading (Italy) is the exclusive distributor for AP Racing brake products in Europe.






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