It's looking like this will, more or less, be Brammo's new logo.

Frankly, we find the aggression of this steer's head disheartening and confusing. Is Brammo a university from Texas? Is Brammo an investment firm of brute, unthinking, uncompromising strength? Does Brammo sell organic, grass-fed beef?

We hope not. We hope a company that designs and manufactures something as innovative as the Enertia can do better than fall in to the same tired branding traps as every other motorcycle company. Aggression, male virility and cow hides are as "transportation 2.0" as a mid-century air-cooled push-rod V-twin.

The Enertia isn't about selling motorcycles to mustachioed bikers, it's about selling a new audience a new type of product.

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