Case Construction Equipment reveals redesigned livery

CNH Industrial restyles Case Construction Equipment livery on its products, unifying the Case font across its machines and making a number of other changes to project its brand more clearly

The new Case livery on a 570T backhoe loader.
The new Case livery on a 570T backhoe loader.

Case Construction Equipment has redesigned the livery on its products, unifying the Case font across its logo and machines, and darkening areas of and adding the eagle badge to all of its machines.

The font used on the machines has been unified with the font on the brand logo for consistency, while reflective white colour makes the brand name and model easier to read from a distance.

The aim is to increase the brand’s visibility on the machines, and to be consistent with the Case value of being direct and to the point. The new dark grey colouring of the lower part of the machines meanwhile seeks to confer a greater sense of solidity and strength.

David Wilkie, director at the CNH Industrial Design Centre, explained: “Our aim with this project was, on the exterior, to create a design language that reflects solidity and precision, while giving a look specific to the Case brand that reflects its history and its values and that is common to all models.”

The ‘Power Abe’ metallic eagle badge is also proudly being displayed on every machine, celebrating the Case brand’s rich heritage as it looks forward to the future.

Careful attention was also devoted to the machines’ interiors, which have been renewed to create a styling specific to Case that is shared by all models – from the common seat design to the dashboard and interior colours.

Wilkie explains: “On the interior, design our aim was to use our experience to improve the comfort and quality of life on board by the use of specially developed seat trim and materials.

“While the interior trim colours have been modernized to give a contemporary feel, we wanted to create a strong family feeling across the product line-up.”

The new styling is part is part and parcel of a strategy by Case further strengthen the CASE brand and consolidate its position in all markets.

Other key steps in this strategy include agreements with Sumitomo and Hyundai Heavy Industries and the redevelopment and rebranding of the San Mauro and Lecce plants to create the Case European Excavator and Wheeled Equipment Hubs.

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