Cat Introduces New Trade Dress as Part of Updated Identity

Cat is updating their look for machines, engines, generator sets, and work tools with a new “Cat Modern Hex” trade dress. Replacing the familiar “Power Edge” trade dress, (where the Cat trademark is on a black background accented with a diagonal red bar,) the new, fresh graphic design combines the traditional Cat trademark with a bold, three-dimensional red hexagon featuring a grille pattern on the inside. The use of red is a throwback to the graphics of the company’s very first crawler tractors, introduced back 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. Cat products that are no longer in production will not be updated.

Look for the Modern Hex design on newly-manufactured Cat products in the near future as Caterpillar updates its whole product line by early 2020.