New Logo and Identity for Mack Trucks by VSA Partners

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New Logo and Identity for Mack Trucks by VSA Partners
Established in 1900 as the Mack Brothers Company in Brooklyn, NY by brothers Jack and Gus Mack, Mack Trucks is an American manufacturer of heavy-duty trucks sold across the U.S. and internationally with headquarters in Greensboro, NC. Owned by Volvo Group since 2000, Mack Trucks employs over 5,000 people at 670 sales, parts and service centers. Arguably, one of the best known truck brands — popularized further in 2006 by a 1985 Mack Super-Liner named “Mack” in Pixar’s Cars — its logo has not been updated significantly since 1932. This month, Mack introduced a new logo and identity designed by Chicago, IL-based VSA Partners.

Logo detail.Grill.

Bulldog.

The previous logo was fairly comical in its crude exec  ution, from the awkwardly spotted bulldog to the nineteen-seventies-tastic italic script wordmark and Brooklyn Dodgers swoop. But you could put a logo with teddy bears and rainbows on a giant, hardcore truck and it will look bad-ass no matter what. The new logo is now a perfect match for the shapes of the trucks, the idea of trucking, and the influence of the company. The new, chiseled bulldog stands confident and strong, looking industrial (and industrious) — it’s an unexpected rendition, one that creates some odd individual shapes, but it clearly communicates a specific unflagging attitude. The new, extended typography looks great on the grill, filling up the wide space nicely, and it serves as a solid base for the bulldog.

Sign.Business card.Sample brochure.Brand book.

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Tradeshow display at CONEXPO-CON/AGG 2014 at the Las Vegas Convention Center.

The application is signature VSA Partners: excellent photography, solid typography, and air-tight layouts that all help communicate an American confidence that should move trucks off the sales floor. I would have personally enjoyed something other than Helvetica for the supporting typography, but that ain’t news anymore. Overall, this is a redesign that perfectly fits the company and its audience and makes me want to get a truck to go on errands.