Navistar Emphasizes ‘International’
Navistar International is looking to its corporate past to focus its identity with truck buyers, but its chairman predicts a future in which customers will see a “totally different” company.
The corporation recently realigned its businesses under the International brand — the name it held for more than 70 years before the truck and engine operations were combined under the Navistar name in 1986.
The logo is intended to “build on the company’s rich heritage, dating back to 1907,” John R. Horne, chairman of Navistar, said in a telephone interview Dec. 2. “Everybody’s talking about branding. Our diamond road logo is like a beacon that represents who we are.”
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| Diamond-shaped symbol harkens back to the International of the 1920s. |
In addition to returning to a name familiar to many customers, the company has turned back the clock in redesigning its logo. The new diamond-shaped symbol recalls 1925, when International introduced a similar logo.
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