New brand identity for Cat products
Caterpillar to introduce new graphic design reflecting the brand’s premium quality
CAT machines, engines, gensets and work tools will soon have a new look. Caterpillar are replacing their current ‘Power Edge’ logo (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 being a throwback to the graphics used on the company’s 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, gensets and engines, the new logo 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 start to appear on newly manufactured Cat products in the near future as the company updates its whole product line by early 2020.
