Caterpillar Introduces New Power Edge Trade Dress

Caterpillar is replacing the familiar red beltline stripe with a bold, new look that features a red slash setting off model numbers and highlighting the Cat logo. The new Power Edge trade dress accommodates product design differences so that the 700 Cat products can display a consistent look.      

Introduced in 1991 and 1992, the red beltline became a mark of distinction. But as the shape of machines and work tools changed, it became difficult for designers to use the trade dress consistently and cost effectively. With the introduction of the Power Edge trade dress, Caterpillar’s industrial designers have created simple and flexible graphics that incorporate the widely recognized elements of the previous system while establishing a modern look that drives consistency.
 
The distinctive new look rolls out with the introduction of the M-Series Motor Graders, which have a control system that uses a pair of joysticks to replace multiple control levers. A new generation of log skidders and Cat forestry machines also debut this month in Power Edge trade dress.

Those new product introductions start the march toward April, 2007, when all Caterpillar products will display the new look, and many will be presented at the Bauma international trade fair in Germany. The aggressive schedule is driven by the proliferation of new Caterpillar products and the goal of generating the maximum market impact with a strengthened product identity.

The new trade dress is part of the Caterpillar product identity strategy to drive consistency within product families and across the entire product line. The Caterpillar distinctive appearance includes, for example, cab components and machine styling that support consistent placement of controls and service access points—so that form enhances function.