Mack announces rebranding effort, new logo at ConExpo

Mack’s new logoMack’s new logo

Mack Trucks this week announced a new branding strategy and an updated logo at the ConExpo/ConAgg construction convention in Las Vegas. 

Mack says the rebranding “sends a strong message about the” changes its making, particularly in the company’s research and development in the last several years that have led to products like the Mack mDrive automated manual transmission, the mRide spring suspension and the Mack GuardDog Connect. 

Mack also has invested more than $300 million at its dealerships to update facilities, add service bays and hire more service and parts employees, including more Master Technicians. 

The logo, which Mack says is a key element to its rebranding efforts, has a sleeker, more modern look with the Mack bulldog above the word Mack. 

“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,” said Stephen Roy, Mack’s president of sales and marketing. “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.”