Cat reveals new logo

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Caterpillar has unveiled a new logo design for its machinery.

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Cat machines, engines, generator sets and work tools will soon have a new look, with Caterpillar replacing the current ‘Power Edge’ trade dress with a redesigned new logo 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 logo was designed by the company’s internal Caterpillar Industrial Design Group.

"Our goal was to create something with a premium look and feel," Caterpillar product identity manager Ed Stembridge says.

"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.

Caterpillar says it expects to have updated its entire product line with the Modern Hex design by early 2020.

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