Birmingham, Alabama (April 26, 2019) – Autocar Trucks announced today it is bringing back its traditional bowtie logo one hundred years after it was originally launched in 1919. Autocar is the oldest make of motor vehicles in the United States and The Autocar Company built America’s first motor truck, in 1897. The “new” logo uses the same format as the 1919 logo, but reflects subtle changes in the type style to give it a fresh, modern energy.
The president of Autocar Trucks, Jim Johnston, explained “Right now is the most exciting time for Autocar in several decades. We built an amazing new plant in Birmingham to add the capacity we need to serve our customers. And we have another piece of incredible news we’re going to unveil at WasteExpo in May.”
Johnston continued, “We’ve gone back to our roots with the logo to symbolize that we are staying true to all the things that made Autocar the gold standard for customer-focused, purpose-built, severe-duty vocational trucks. That will never change. It’s the perfect time to show that we are inspired by the best of our history to build something fantastic for the future.”
The Autocar bowtie logo has gone through a subtle evolution in the one hundred years since it first appeared at the top of a massive truck radiator, replacing the logo that was used on Autocar’s glamorous brass-age motor cars.
The Autocar bow-tie shape has been a constant while the letters themselves evolved as tastes changed. The biggest change took place in 2001, when the Autocar brand became both independent and American-owned again after nearly fifty years. The new version of the logo reaches back to the period in the 20th Century when Autocar’s range of truck models covered every severe-duty application and, like today, every truck was custom-engineered for the biggest and most demanding vocational fleets in the country. Fitting inspiration indeed. As the Autocar slogan says, Always Up!