Never underestimate the power of corporate identity and of one of its main components, the Logo. I always disliked the Buell Logo, for me a very poor branding expression of what the Erik Buell’s motorcycles are supposed to represent to bikers, speed and agility. Looked to me like the “plastic raised letters” fake aluminum logo you could find stamped on a cheap brand of tool boxes sold at Costco or Sears. So, I was nicely surprised to see that the poorly conceived and immature Buell Logo has been replaced by a new one using an italic/gothic/all-caps typo more in line with the idea of speed. In it, an abstract Pegasus used since a long time in the automotive industry (Mobil used it since the 1930’s). A winged horse may be not very original in its conception (how many different ways can you show a flying horse?), but at least stallions are always synonymous with horsepower. I like better this new Logo. And you? Buell Motorcycles.