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Bobcat launches new branding identity

Published by , Deputy Editor
World Cement,

The machine design element of the new scheme was used in the 2- to 4-t R-series mini-excavators launched last year. New styling decals have now been added and are being launched to complete the new brand identity.

In the EMEA region, the M-series loaders (S450, S510 and S530) will be the first product line showcasing the new styling and these machines will be commercially available from January 2020. The next product line with the full new design in EMEA will be the R-series loaders, also in 2020, followed by others later next year.

For a number of years, Bobcat's products have been designed using white, black and orange colours, and have included the Bobcat logo.

“The simple vertical and horizontal character lines and the flat surface of the styling have served us well,” explained Jin Hup Yeu, from the Doosan Design Centre in Seoul, who led the design team. “Yet, this is a completely new design for a new era – and the very attractive silhouettes and optimal proportions emphasise its unique personality....”

The Bobcat designs are slightly different according to the type, function and size of the equipment. For example, the compact machines have been designed to emphasise their ‘agile’ and ‘versatile’ qualities, while the larger tonnage machines have been designed with more ‘tough’ and ‘robust’ qualities in mind.

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