The "new" identity actually goes back to 1914 when the International brand was first used on trucks built by International Harvester. Although the company continued to use the International name on its products, its corporate name was changed to Navistar International in 1986 following the sale of its IH farm equipment business to J.I. Case Co. The operating company was called Navistar International Transportation Corp.
The holding company will continue as Navistar International but the new International Diamond logo, unveiled last December, will be the primary identity for both the holding company and the operating company. International dealerships and company facilities will get new signage utilizing the new logo.
The change "demonstrates that the organization and our dealers are aligned behind the International brand and our promise to customers," said Navistar chairman, president and ceo John Horne. "We will go aggressively to market with one brand, one voice and one strong visual identity."