Leatt brings new brand identity on its sports product line

Oct 24 2009

Leatt®, the company that invented the Leatt-Brace®, is evolving its brand and is showcasing a new logo. Headquartered in Cape Town, South Africa, Leatt is a market leader for design and safety in sports protection.

Dr. Leatt created the cutting edge product for which the company is now well-known; the Leatt-Brace®, after witnessing many crash related neck injuries that could have been prevented. Developed with the assistance of several physicians and biomedical engineers, Dr. Leatt’s brace is used by various motorcyclists, cyclists, water sports athletes, and kart and auto racers. The brace functions together with a quality full-face helmet and helps reduce neck forces in the event of a crash. Using Leatt’s® patented Alternate Load Path Technology™, the brace functions to bring the rider’s head to a controlled stop and channels the impact forces away from the neck.

“The new logo is another significant step in our progress as a company,” said Dr. Chris Leatt, founder and CEO of Leatt®. “We are excited about our future and are always looking at new and innovative ways to embrace the competitive riders and other customers who use our products. It is a totally new logo, but with the same brand dedication, quality and performance that has gained notoriety. Leatt® always strives for optimum performance engineering."

The Leatt-Brace® is worn by professional athletes worldwide, ranging from Mike Day, the Olympian BMX racer, to Ryan Dungey, the 2009 AMA Lucas Oil Outdoor Motocross series champion.

Formed from three letter L's, the new logo is crafted together to form a triangle, symbolizing the actual Leatt-Brace®, which at the same time, embraces the people who use it. Moving forward, the company’s product line will grow beyond its current reputation for being the one-stop-shop for neck braces. The new slogan, ‘Engineered for Performance,’ is prominently echoed in its appearance. Leatt® products are tough, well-made and durable, which is all housed under the appropriate new look. No safety device can protect from all injury, but an embraced rider’s safety is improved wearing Leatt®.

Starting with the 2010 product collection, consumers will see the new brand identity. Expect More, because competitors do, and so does Leatt®.