Great Dane announces brand evolution, including new logo

Great Dane logo

Great Dane has unveiled a new brand evolution the company says represents its focus on end-to-end solutions for the transportation industry and a horizon defined by digital connectivity. To complement the company’s strategic foundation, a new visual identity also is being launched to support future communications — including the iconic Great Dane logo. 

“Our new strategic direction builds on our strengths, while maximizing our growth potential to ensure we are ready for an increasingly digital future,” says Dean Engelage, president, Great Dane. “Great Dane’s bold, new brand design reflects our vision to seamlessly connect products, data, and services for a complete transportation solution. And we’re putting the people responsible for the transportation of goods at the heart of our brand.” 

The company adds this new strategy highlights the vital connections found within the Great Dane ecosystem, with a future-focus on trailer and truck body innovations, telematics, and enhanced aftermarket services. 

“By dedicating our resources to people, products, and data-driven services today, together, we are able to deliver on the promises of a digital tomorrow,” says Brandie Fuller, Great Dane’s vice president, Commercial Excellence. “That is what this brand evolution is all about. It is what Great Dane is all about.” 

Great Dane says it will continue to meet the demands of an evolving industry through its collective experience, high-performance products, connectivity, and custom solutions. To honor the heritage of the company, the emblems on the back of Great Dane trailers and truck bodies will remain as part of the visual identity. Additionally, Great Dane’s story encompasses 120-plus years of connections. The company says it is reloading innovation with new ways of thinking beyond the trailer, through connectivity within an integrated Great Dane ecosystem.

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