Last Updated: 18 November 2022
The Catepillar font that is used in the official logo for the engineering equipment company is a classic sans-serif typeface by the name of Helvetica. It was designed and created by a typography design team that included: Max Miedinger and Eduard Hoffmann.
Caterpillar font & branding
Caterpillar Inc. is one of America’s longest running equipment manufacturers with a history leading all the way back to 1925 America. Starting small, Caterpillar Inc was born from a merger between Charles Holt and Daniel Best in the town of Peoria, Illinois. The main focus for the company at the time was providing farming equipment to farmers, replacing manual farming equipment with steam-driven machinery. The big breakthrough for the company happened when they replaced wheels on farming machinery with tracks, making the machinery crawl like a caterpillar. It’s innovations like these that helped Caterpillar Inc. stay on top of the equipment manufacturing industry, expanding their range of products yearly.
Typeface used in the Caterpillar logo
Caterpillar Inc. ‘s logo fits very well in the equipment manufacturing industry because of it’s stern and durable look. The typeface used is a bold sans serif font with an emphasis on tight corners and blocky edges, avoiding unnecessary curves to show a sense of durability. Instead of using the entire company’s name on the logo, Caterpillar Inc. instead uses “CAT”, making the logo easier to use for branding and increasing brand retention among customers. The addition of a bright yellow triangle gives the logo a much needed pop of color while also representing the company’s iconic yellow-colored machinery. This black text also works in the logo’s favor, making the logo pop when placed a yellow background increasing visibility.