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Mack Trucks is an iconic American brand that required a redesign to re-energize internal optimism and reconnect with passionate customers after years of unfocused brand communications.
Create a more consistent, authentic global brand identity and expression system—one with global relevance and flexibility to adapt to local markets. As a premium product, Mack was looking to justify its position as the high quality, made-to-order and quintessential American truck and show that they are ready to do whatever it takes, wherever it needs doing.
Around the world Mack Trucks are viewed and valued as the American truck you can count on. The refocused brand amplifies the classic American attributes of durability, reliability and pride of ownership by strengthening the essential bond between man and machine. For the first time in the company's long history the brand identity and product expression are the same.