In 2018 Caterpillar announced the unveiling of the new Cat Modern Hex trade dress. The Modern Hex still features the iconic Cat logo but uses a red hexagon as a salute to the original Caterpillar logo found on the first generation of crawler tractors from 1925. Equipment with this new look has officially started arriving in Western States yards across our territory.

The new Modern Hex trade dress was designed in-house by Caterpillar’s Industrial Design Group, led by Product Identity Manager Ed Stembridge.

“Our goal was to create something with a premium look and feel,” Stembridge said. “When you combine the Modern Hex design with our distinctive Cat product designs, it visually reminds customers they are buying and using the best products on the market.”

The new trade dress branding has officially been rolled out and is currently visible on select new machines, such as compact track loaders and skid steer loaders. Within the next year it will be seen on all heavy equipment, generator sets, engines, and parts packaging.

Have you seen the new trade dress in your daily work? Tell us what you thought!