Caterpillar upgrades logo with red hexagon and grille pattern
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.