Cater­pil­lar up­grades logo with red hexagon and grille pat­tern

PMV Middle East - - CONTENTS -

Cat ma­chines, en­gines, gen­er­a­tor sets and work tools will soon have a new look. Cater­pil­lar is re­plac­ing the cur­rent ‘Power Edge’ trade dress (Cat trade­mark on a black back­ground ac­cented with a di­ag­o­nal red bar) with a fresh new graphic de­sign called ‘Cat Mod­ern Hex’.

The Cat Mod­ern Hex de­sign cre­ated by the Cater­pil­lar In­dus­trial De­sign Group com­bines the tra­di­tional Cat trade­mark and prod­uct model names with a bold, three-di­men­sional red hexagon and grille pat­tern. The red colour is a throw­back to the graph­ics used on the com­pany’s very first crawler trac­tors in 1925.

Ed Stem­bridge, prod­uct iden­tity man­ager, said: “Our goal was to cre­ate some­thing with a premium look and feel. When you com­bine the Mod­ern Hex de­sign with our dis­tinc­tive Cat prod­uct de­signs, it vis­ually re­minds cus­tomers they are buy­ing and us­ing the best prod­ucts on the mar­ket.”

In ad­di­tion to ma­chines, gen sets and en­gines, the new trade dress will be used on Cat parts pack­ag­ing and var­i­ous li­censed prod­ucts such as toys and scale mod­els. Cat prod­ucts that are no longer in pro­duc­tion will not be up­dated. The Mod­ern Hex de­sign will ap­pear on newly-man­u­fac­tured Cat prod­ucts in the near fu­ture as Cater­pil­lar up­dates its whole prod­uct line by early 2020.

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