Press Release

Leatt® Introduces New Brand Identity


Leatt® Introduces New
Brand Identity



New logo further
establishes company’s dedication to safety


Valencia, Calif.
(Oct. 23, 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®.



About
Leatt


Headquartered in Cape
Town, South Africa, Leatt® Corporation designs and markets all types of personal
protective equipment, for motor sports and other high-impact activities.
Utilizing biomedical engineers and industrial designers, Leatt is dedicated to
extensive product testing, development and innovations in safety. Engineered for
Performance, products are based on the patented Leatt-Brace® neck protection
system. Braces include the Moto-GPX brace, for sports where the torso is
unrestrained, and the Moto-R-brace, for sports where the torso is restrained.
Products are sold through global distributors and retailers, and are available
for purchase at the
online shop.



For more information,
visit
www.leatt-brace.com.


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