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Mack Trucks Adopts Modern Bulldog Logo

New modernized logo.

LAS VEGAS, NV — The leaders of Mack Trucks made a bold move at the 2014 ConExpo-Con/Agg event in Las Vegas Tuesday night when they unveiled their new logo, which reflects the company’s evolution over the years.

The modern logo features the iconic Mack Bulldog symbol poised above the Mack word mark, along with a new tagline, "Born Ready."

"Because of everything we've been working on over the last few years, we really had to take a fresh set of eyes to look at the brand," Stephen Roy, president, Mack Trucks North American sales and marketing, told Heavy Duty Trucking. "It was time to clean the brand message up and the brand logo as well, so it's really aligned with where our strategy is today."

Since 2010, $64 million has been invested in the Hagerstown, MD plant that produces all Mack engines and transmissions. Nearly $20 million has been invested over the same period in the Macungie, PA plant where all Mack trucks for North America and export are build. And in 2012, $10 million was dedicated to the expansion of the technical center in Greensboro, NC, the site of Mack product design, development and testing.

The new tagline,

Mack dealers have also invested $300 million since 2010 in new facilities, more service bays, more technicians, expanded hours of service, and other ways to improve customer service.

Their spending led to new products and services such as the Mack mDrive automated manual transmission, innovative new suspensions, and Mack GuardDog Connect, an integrated connected vehicle solution that proactively increases uptime.

Roy says the recent investments and new brand identity will help the company get greater market share, including a renewed focus on the on-highway market.

"It allows us to have the conversation with the customer of who Mack is and what Mack can do," Roy said. "We have a good foundation product today, and we continue to invest in support and future products that will allow us to be a bigger player in the highway segment."

It’s quite gutsy to tinker with a brand as strong as Mack’s and the decision wasn’t taken lightly.

"The Mack bulldog hood ornament has been around for 80-something years – that hasn't changed," Roy said. "It's just positioned in a more modern way, that showcases the strength Mack has, the direction Mack is going, and ties the emblem in with the truck, with all of our literature, our web portals, our business cards, into this new fresh modern look."

The new logo was designed with a global perspective. Mack has the advantage of being an American brand with the global resources of parent company Volvo AB, so research was done to ensure that the new brand identity resonated with customers in other parts of the world such as Australia, South America and parts of Africa.

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