New branding for Caterpillar machinery reflects Cat premium quality
Caterpillar machines, engines, generator sets and work tools will soon have a new look.
The company is replacing the current “Power Edge” caterpillar 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 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.
The Cat Modern Hex was designed by the Caterpillar Industrial Design Group. “Our goal was to create something with a premium look and feel,” said Ed Stembridge, product identity manager.
“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.
Look for the Modern Hex design on newly-manufactured Cat products in the near future as Caterpillar updates its whole product line by early 2020.
