Machinery

Caterpillar rebrands with new ‘Modern Hex’ trade dress

New logo designed to reflect premium quality of Cat brand, says company

Global construction machinery leader, Caterpillar, has announced that its products will now sport a new trademark logo designed to reflect the premium quality of its equipment.

The company said in a statement that all Cat machines, engines, generator sets and work tools will soon sport the new-look logo and it is replacing its current ‘Power Edge’ trade dress – the Cat trademark on a black background accented with a diagonal red bar – with a fresh new graphic design it calls Cat Modern Hex’, designed by the Caterpillar Industrial Design Group.

According to the statement the Cat Modern Hex design 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, Cat’s 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, gensets 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, said the company.

The Modern Hex design will be visible on newly-manufactured Cat products in the near future as Caterpillar updates its whole product line by early 2020, the statement added.

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