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Mack reveals new logo, tagline

LAS VEGAS, Nev. – Mack Trucks has given its 114-year-old brand a touch-up, debuting a new logo and slogan at the ConExpo construction trade show.


LAS VEGAS, Nev. – Mack Trucks has given its 114-year-old brand a touch-up, debuting a new logo and slogan at the ConExpo construction trade show.

In the biggest event ever held at the Las Vegas World Market Center, Mack revealed a new tagline: Mack Trucks…Born Ready.

It also introduced a sleeker, more modern logo, which features the Mack Bulldog symbol, poised above the Mack word mark.

“We’re extremely proud of our 114-year legacy as the American truck you can count on,” said Stephen Roy, president, Mack Trucks North American Sales and Marketing. “It gives us credibility in forging a very bright future for Mack, our dealers and our customers. We believe the refresh of our brand embodies what we’ve stood for in the past and continue to stand for today. We’re confident and passionate about our trucks and our customers. We have a great history, great momentum and the conviction that our best days are ahead of us. The brand work we’re rolling out here in Las Vegas clearly communicates the strong position Mack holds today.”

Mack officials say the company has injected $64 million into its Hagerstown, Md. plant since 2010, and its dealers have spent more than $300 million upgrading their facilities.

“We’ve got a very solid foundation,” said John Walsh, Mack vice-president of marketing. “It’s time we told our story in a way that captures both the essence of the brand – what has always made Mack great – as well as all of the exciting things happening with Mack today. That’s really what the new work we’re debuting today is all about.”   


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