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Practical new look for CASE machinery

CASE Construction Equipment says it has renewed the livery on its products to reflect the “values of the brand” including its practical, hands-on approach.

The new styling is also part of CASE’s ongoing strategy to further strengthen its branding while consolidating its position in all markets.

CASE’s owner CNH Industrial has recently announced new agreements with Sumitomo and Hyundai Heavy Industries as well as the redevelopment and rebranding of its San Mauro and Lecce plants to create the CASE European Excavator and Wheeled Equipment Hubs. According to CASE, the new styling and livery, which were developed in collaboration with CNH Industrial’s Design Centre, make a “strong brand statement.”

The 2D CASE lettering of the decals matches the same font as the brand logo for consistency, while the use of a reflective white colour makes the brand name and model number much easier to read from a distance. They not only increase the brand’s visibility on the machines; they are also consistent with the CASE values of being direct and to the point, said the company.

CASE has famously used a bald eagle logo (based on Old Abe, a mascot for an American Civil War regiment) on its equipment since 1865, a revised Power Abe metallic badge is displayed on every machine, “celebrating the CASE brand’s rich heritage and looking forward to the future.”

Elsewhere the livery features a new dark grey colour on the lower part of the machines and the interiors have been designed to create a styling specific to CASE that will shared by all models – from the common seat design to the dashboard and interior colours.

“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,” said David Wilkie, director CNH Industrial Design Centre.

“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 modernised to give a contemporary feel, we wanted to create a strong family feeling across the product line-up.”

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