Mack is Back, Baby!

Posted on Mar 30, 2014 in Topic
Mack Trucks logo, before and after

Mack Trucks logo, before and after

I’m a big fan of Armin Vit’s site, Brand New. I think he does a fantastic job sharing the latest logo rebrands. In a recent entry he reviews the new look of Mack Trucks. Designed by Chicago-based VSA Partners, this rebrand makes an appropriately strong statement. It’s simple, bold, powerful, rugged and masculine…what’s not to love about this?

VSA Partners said this in their press release: “A central element of the new brand expression is a sleeker, more modern logo, featuring the iconic Mack Bulldog symbol poised confidently above the Mack word mark, shining a light on elements that have always been core to the brand and present on the product. At the same time, the new mark is an expression of Mack’s present-day, forward-thinking approach to the heavy-duty truck industry and customer.”

Their logo hasn’t changed much since 1921, but I still find it interesting to see the evolution of the bulldog and type.


Trivia: The company’s trademark is a bulldog. Mack trucks earned this nickname in 1917, during World War I, when the British government purchased the Mack AC model to supply its front lines with troops, food and equipment. British soldiers dubbed the truck the Bulldog Mack. Its pugnacious, blunt-nosed hood, coupled with its incredible durability, reminded the soldiers of the tenacious qualities of their country’s mascot, the British Bulldog [source:].

Read more about it here.