Apollo Tyres Ltd. unveils a new look for the Vredestein brand, adding more energy and dynamism to the brand’s articulation. The new look supports Vredestein’s global growth ambition, whilst enhancing its core strengths – European heritage, performance and design.

Redesign of the Vredestein brand

Apollo Tyres partnered with the London-based agency, Jones Knowles Ritchie, for the redesign of the Vredestein brand and reinforce its position as a world leading premium tyre brand. It has a rich heritage of 111 years and is one of the oldest tyre brands in the world. With its European footprint, Vredestein offers the widest range of premium tyres and is a supplier to top Original Equipment car makers in Europe.

Vredestein primary logo 2020_96dpi_2410x451px_1_NR-10894.PNG

Refined by design

The new identity brings alive the core attributes of Performance and Design, reflecting Vredestein’s innovation and success throughout its history. Its tyres have won multiple consumer tyre tests due to the best-in-class performance and great designs. The spirit of the new identity echoes Vredestein’s strengths and is based on the brand idea ‘refined by

According to Benoit Rivallant, President, Apollo Vredestein "We are very excited with Vredestein’s new visual identity. Design and Performance have been Vredestein’s DNA since the past 111 years. This is a historic milestone for us as we look forward to showcase Vredestein strengths in unique and fresh ways."

Design and Brand Identity

The vivid new colour palette brings greater dynamism, energy and visibility to the brand. Also, the brand’s wordmark has been simplified and modernised, based on beautiful ligatures. The design specifies a bold and consistent typography and iconography and clear principles for a more authentic and candid photography across the product range, as well as a powerful illustration style to elevate the brand and support its messaging.


“Inspired by the glory days of tyre advertising, we put a contemporary spin on Vrederstein’s distinctive heritage, shredding category norms and building a uniquely ownable identity. We look forward for the brand to re-establish itself at the top of its game, honouring the past and championing the future,” said Ivan Mato, Creative Director at JKR.

The refreshed brand identity will be rolled out in the next 12-18 months across all categories and geographies.