From its beginnings in the 19th century, until today, the use of logotypes also known as logos, have allowed industrial manufacturers to differentiate their products from the others. This began when industrial industry began growing and the manufacturers started distributing their new products throughout large geographical areas. More manufacturers began including symbols, signs or emblems on all of their products, labels and packages. This was helpful so that the consumers could easily recognize the products. These symbols or logos are the graphic element of a trademark or brand, which is set in a special typeface and/or font, or arranged in a particular but readable way.
Throughout the years, lots of companies have been changing their logos in order to show new and fresh images that suggest modern and fashionable creations. Nevertheless, these changes have always been made in a way that it tries to conserve important elements of the old logo style that shows the experience and tradition of the company. Some companies that have become traditional within the trucking industry and their trademarks or logos are recognized even worldwide. Examples of this are Mack Trucks Inc, Peterbilt, Freightliner, Kenworth and Ford.
It is also important to remark that a logo describes a company personality. It is the one that shows which are the main qualities of the services of the company. The uniqueness of a logotype is of greatest importance to avoid confusion in the marketplace among customers, suppliers, users and the general public. Although some were invented by owners, advertising professionals and graphic designers, others were created according to an interesting anecdote of the past.
An example of this is Mack Trucks Inc, which was founded in 1900 by Jack and Gus Mack, who chose a bulldog as their trademark. The reason for this goes back to World War I, when the British government purchased the Mack AC model to provide its front lines with troops, provisions and equipment. The Mack truck earned the nickname due to the British soldiers that called the truck the Bulldog Mack because it reminds them of their country's mascot, the British Bulldog.
Another is Kenworth which made its trademark out off the last names of the two main stockholders Harry Kent and Edgar Worthington. They named the company like that when it began to grow and the sales were strong. It was the same case with Peterbilt that was named in honor of the great vision of T. A. Peterman. Competing with Henry Ford, its focus was in building trucks thinking on quality, not quantity. Its symbol is recognized internationally as innovation, reliability and class.
Therefore, if you are thinking about starting your own company, remember that a good logo is very important and can last for many years. Some general recommendations are that the logo should be unique and not subject to confusion. It has to be functional and can be used in many different contexts and that can work in full color, but also in two color presentation. Also, do not forget that interesting facts in the history of your company can give you good ideas for a trademark.