Caterpillar Introduces New ’Power Edge’ Trade Dress

Wed July 26, 2006 - National Edition

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, according to the company.

With the introduction of the Power Edge trade dress, Caterpillar’s industrial designers have created simple and flexible graphics that incorporate the elements of the previous system while establishing a modern look.

The new look rolls out with the introduction of the M-Series motorgraders, with a control system using a pair of joysticks to replace multiple control levers.

A new generation of log skidders and Cat forestry machines also debut 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.