The fresh image takes the place of the existing Power Edge branding that features a Cat trademark on a black background accented with a diagonal red bar.
The Cat Modern Hex design combines the traditional Cat trademark and product model names with a three-dimensional red hexagon and grille pattern. The red colour is a throwback to the graphics used on the company’s first crawler tractors in 1925.
The new branding 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 licenced products such as toys and scale models.
Caterpillar products that are no longer in production will not be updated, and the company says that it plans to updates its whole product line by early 2020.
