ICE 2026 REVIEW
SUZOHAPP Unveils New Logo at ICE Barcelona
t the opening of the ICE show, SUZOHAPP proudly unveiled its new corporate logo — a bold evolution that reconnects the company with its origins while projecting a renewed, forwardlooking vision.
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After more than a decade, SUZOHAPP is going Back to Red. The return to the iconic red color — used in the company’s identity from 1955 to 2019 — is far more than a design choice. It is a strategic decision to reinforce continuity and celebrate a legacy that spans over 60 years in the gaming and amusement industries.
The new logo also reintroduces the globe icon, reimagined with a modern aesthetic. This contemporary interpretation of the original symbol reflects SUZOHAPP’s global presence and longstanding commitment to serving customers worldwide. The refreshed globe strengthens the connection to the brand’s heritage while adding a dynamic, contemporary feel.
“This rebranding marks a new chapter for
SUZOHAPP,” said Geoff McDowell, President at SUZOHAPP. “By returning to red, we honor our history while embracing the future. The new design captures who we have always been — a global leader rooted in innovation — and who we are becoming.”
The updated typography and dynamic lines of the new logo represent a natural evolution of the brand, conveying energy, modernity, and a forwardlooking perspective. Red has always embodied the true nature and essence of SUZOHAPP: passion, leadership, and a relentless drive to support the gaming and amusement industries.
A LEGACY OF INNOVATION SUZOHAPP’s story began in the mid20th century: • 1955 – Suzo International is founded in the Netherlands
• 1986 – Happ Controls is founded in the United States
• 2004 – The two companies merge to form SUZOHAPP
From that point forward, SUZOHAPP expanded rapidly through strategic acquisitions, broadening its product portfolio and service capabilities to meet the evolving needs of OEMs and operators worldwide. Today, SUZOHAPP offers over 50,000 OEM products and Aftermarket parts, serving customers across the globe. The company has been a trusted partner since the earliest days of the industry - from the first pushbutton to the iconic SUZOHAPP joystick, which shaped the history of arcade gaming and remains a symbol of the company’s engineering excellence and enduring influence. A NEW CHAPTER BEGINS With the unveiling of the new logo, SUZOHAPP reaffirms its commitment to its customers, its heritage, and its future. The refreshed identity bridges past and present — honoring decades of leadership while signaling the company’s readiness for the next era of innovation.
Back to Red. Where Heritage Meets Tomorrow.
FEBRUARY 2026 49
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