Cat machines, engines, generator sets and work tools will soon have a new look. Caterpillar is replacing the current “Power Edge” trade dress (the Cat trademark on a black background accented with a diagonal red bar) with a new graphic design it called “Cat Modern Hex.”
The Cat Modern Hex design combines the traditional Cat trademark and product model names with a three-dimensional red hexagon and grille pattern. The company said the red color is 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, 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.