After 33 years, German pole manufacturer Leki has unveiled its new logo as part of a new, comprehensive brand identity that will be rolled out from March 2022, including a new website. “The brand’s evolution is logical and brings more focus on the essentials. The emotionalization of the brand moves even more into focus. Through real stories of the brand ambassadors, employees and athletes, Leki transports emotions,” the company states in its press release.
According to Leki, the new brand identity builds on stable values that have been deeply rooted in the company for decades. The focus is on innovation and top quality. Leki successfully follows the rule of presenting at least one innovation or product development every season. Enthusiasm and top-level sport are also part of the brand’s DNA. For example, Leki equips the world’s best athletes in the disciplines of alpine skiing, cross-country skiing, biathlon, trail running and ski mountaineering. In addition, there are mountain guides and alpinists. With over 1,000 brand ambassadors worldwide, Leki has access to a unique pool of experts in product development.
This summer, the new brand identity will be accompanied by three new core technologies. First and foremost, the newly developed Aergon Air grip in the trekking segment and the Trail Shark grip, the first grip-strap system developed 100 percent for trail running. In addition, with sustainability in mind, Leki has designed a patented folding pole replacement system called FX, which will allow customers to easily and quickly replace segments by themselves in the future.
