The Return of the Bear
For 35 years, BERING has ridden alongside bikers.
Today, our emblem returns to its rightful place.
The bear is not just a logo. It embodies strength, endurance, and the ability to face the most demanding conditions.
The bear was never chosen at random.
He evolves in one of the most demanding environments on the planet. Facing wind, cold, and bad weather, he moves forward with remarkable endurance and an extraordinary capacity for adaptation.
Since 1991, BERING has pursued the same ambition: to design equipment capable of accompanying motorcyclists whatever the conditions.
The return of the bear symbolizes what has driven the brand for 35 years: to protect, resist, and keep moving forward.
Because beyond a logo, the bear embodies our identity.
BERING draws its identity from a territory where nature imposes its own rules.
The Bering Strait, located between Asia and North America, is a place where wind, cold, and extreme conditions shape every journey. An environment that demands endurance, adaptation, and determination.
This philosophy has inspired BERING for 35 years.
Our new identity pays homage to these origins. Its graphic language is notably inspired by the line of the Bering Strait, translated into a 30° angle, which has become a distinctive element of the brand.
Because beyond a name, BERING is a way of facing the elements.
35 YEARS OF INNOVATION SERVING BIKERS
