The new logo and new look and feel for the brand identity of Mack Trucks has been unveiled at the ConExpo in Las Vegas. Gone is the tough trucks image which has served the Mack brand for so long and in comes a more nuanced approach. Yes, they are still working trucks and all of the people in the ads are blue collar but the old ‘built like a Mack Truck’ language has gone. This new branding is clearly Australia-bound, evidenced by the presence on the stage at the launch of Dean Bestwick, Mack Australia’s brand champion.
The logo doesn’t take the image too far away from its current look. It now consists of the Mack lettering on the bonnet of the trucks along with a side-on view of the Bulldog statuette which takes pride of place at the top of the grille.
The new catchphrase ‘Born Ready’ features in the YouTube video released to coincide with the unveiling in the US: