SUZOHAPP returns to red with new logo at ICE Show

SUZOHAPP has unveiled its new corporate logo at the ICE show, returning to its iconic red color and reintroducing a modernized globe icon. 

The redesign celebrates the company’s 60+ year legacy in the gaming and amusement industries while signaling a forward-looking vision.

"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 company said the updated typography and dynamic lines reflect energy, modernity, and a forward-looking vision. The return to red, in particular, symbolizes SUZOHAPP’s core values of passion, leadership, and an unwavering commitment to supporting the gaming and amusement industries.

SUZOHAPP’s journey spans more than six decades. It began in 1955 with the founding of Suzo International in the Netherlands and continued in 2004 when Suzo merged with Happ to form SUZOHAPP.

Since the merger, SUZOHAPP has expanded rapidly through strategic acquisitions, broadening its portfolio to offer more than 50,000 OEM products and aftermarket parts to customers around the world.