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Navistar Unveils New Logo, Branding Strategy

December 6, 1999

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Navistar International has officially moved all of its business groups under the International brand and introduced a new contemporary International logo.

Navistar chairman John Horne said that all truck, engine, and finance operations will be linked together under the new logo. "We wanted a single visual symbol and statement that tells customers we are able to help them in their business," he said.
The new logo builds on past International identities. The International name was first used in 1914 when it became the trademark of the company's vehicles. The triple diamond logo, introduced in 1925, still carries strong recognition with the company. The current Diamond Road logo was created in 1985.
A new International bus, to be introduced in March, will be the first vehicle to feature the logo on its grille. A new advertising campaign focusing on the logo will also begin in March.

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