The world's most well-known motorcycle event, the EICMA show, to be held from November 23-28, 2021, in Milan, Italy, has unveiled a new logo and new slogan. Ahead of the 78th motorcycle exhibition at its usual venue, at Rho Fiera Milano, EICMA has decided to adopt new branding, including re-designing the logo and slogan. The new slogan has been selected as "Esposizione Internazionale Delle Duo Ruote," which translates from Italian as "International Two Wheels Exhibition," departing from "World Motorcycle and Cycle Exhibition" from previous years. The first EICMA event was held in 1914.
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The new logo shows a simple red wheel and front fork combination from a two-wheeler, seen from the left side in profile. According to EICMA, the reasoning for dropping 'motorcycle' from the slogan and opting for 'two wheels' has been done so "the literal and old fashioned name of 'bicycle and motorcycle' is superseded for a more universal and contemporary 'two wheels.'"
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"The red, which represents the centrality of the passion for the sector, remains and the EICMA logotype comes out from inside the symbol to become the absolute focus externally. The visual elements that make it up - the circle and the fork, are also reinterpreted," according to EICMA.
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"The first is the image of the wheel, but also of the world to travel through, while the fork, which contains and controls it, pays tribute to the sector and the whole industry, the components, the parts and the accessories, as well as also becoming a wing, giving the logo new lightness and dynamism," says the organisers.
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The EICMA motorcycle show is an event to look out for, where brands showcase their latest products and future concepts.
The 2020 edition of the EICMA show was cancelled due to the COVID-19 pandemic, and several major manufacturers have confirmed their presence at this year's event. The EICMA show is traditionally seen as the biggest annual two-wheeler expo in the world, and most two-wheeler brands use the event to showcase future concepts, as well as unveil new products. This year too, several new products are expected from the world's largest brands, including Honda, Yamaha, Suzuki, Benelli and India's very own Royal Enfield.
