Cummins Logo: Cummins had used a red and black logo in the 1940’s. The company first engine was red. The Cummins "C" was designed by world-renowned visual artist Paul Rand. He was Cummins' design consultant for over 35 years. Rand’s first logo design included only a third of the S on the end of the company’s name. On this proposal, the management reacted saying the company would be called as the “half S”. On further iteration it was called to cut off a very small part of S. Rand then presented Cummins with three colours for the new logo – red, blue and the sand; colour being used on the company engines. On proposal, the primary colours were liked, so the sand was the first to be discarded. Than the management choose blue, saying it was stronger, denoted substance and quality you could count on. Red was rejected with the concerns that it would fade and take …show more content…
They came up with a series of ad inserts that used the phrases “Every Day, Every Minute, Every Time, Every Mile” along with a picture of a red engine. The slogan “Every” was quickly adopted by the Engine employees. People were engaged. It resonated with dependability – the brand promised what the marketing group was trying to promote. The new look and theme also motivated the Cummins Engine sales force. This branding boost by the engine business promoted Loughery to expand the effort company wide. After researching for months a team under the leadership of Tom adopted white and black as the only logo colours for the entire corporation, plus red as a highlight colour. This meant eliminating the blue as the corporate logo colour – but not changing the logo design. It was a gutsy recommendation, but was needed to show Cummins’ strength through bold colour. In Nov 2005, Tom presented the message about eliminating the blue colour to the executive