AEM (Association of Equipment Manufacturers) Logo PNG
The AEM (Association of Equipment Manufacturers) logo is a good example of harmony between visual identity and products. The main elements of the logo represent the range of products and shapes. The massive sign advertises the goods’ guaranteed reliability, versatility, and high technical capabilities.
AEM (Association of Equipment Manufacturers): Brand overview
AEM has a simple, geometric logo because it is a tech company that sells heavy equipment and promotes its manufacturers. The abbreviated name stands for the Association of Equipment Manufacturers. The year of its appearance is 1894. The number of participants exceeds 1000, resulting in more than 200 product types for the agricultural, road, and construction industries. The association’s head office is located in Milwaukee, Wisconsin.
The beginning of AEM goes back to the end of the 19th century, when manufacturers of agricultural implements and special-purpose vehicles needed to expand. So they managed to resist competition, find profitable interaction points, and expand the business. During its development, the organization changed its name several times. It was first known as the National Association of Agricultural Implement and Vehicle Manufacturers (NAAIVM). In 1911, the company became known as the Construction Industry Manufacturers Association (CIMA).
The current association appeared much later, in 2002, when CIMA and EMI (Equipment Manufacturers Institute) jointly formed AEM (Association of Equipment Manufacturers).
Meaning and History
The modern service draws on its many years of experience and uses a new visual identity because the rebranding touched all aspects of its activities.
What is AEM?
AEM is an abbreviation for the trade association of heavy equipment manufacturers from the United States. This abbreviation stands for the Association of Equipment Manufacturers. The organization produces and sells machinery, equipment, and inventory for the agricultural, construction, and road sectors. It is recognized as the largest industry structure in North America, with more than 1,000 companies. Its headquarters is located in Milwaukee, Wisconsin.
Until 2019
During this period, the AEM logo consisted of the name. These were bold letters with an asymmetrical “M,” whose right leg was wider than the left. The style is grotesque and geometric, with smooth and precise lines. The glyphs were colored blue and placed between two red elements with concave sides. The inscription occupied the central part of a white oval with cut edges. The upper and lower figures resembled an excavator bucket or a bulldozer blade, confirming the technical orientation of the association’s work.
2019 – today
The current logo is from a redesign following AEM’s joining the Commodity Classic board. The emblem has become simple and practical. Bulky details disappeared from it; only the organization’s name remained. The developers trimmed the right side of the “M” and made the letter proportional. In addition, they removed the wide font and opted for a thin one. A new geometric shape appeared in the upper-right corner of the logo: it consists of one square and two lines bent 90 degrees. In height, this design coincides with the glyphs. Below them is the full name of the commercial and industrial association, left-aligned. The inscription is horizontal, even, and made with grotesque gray symbols.
Font and Colors
Since the organization’s work is related to technology, the Association of Equipment Manufacturers’ logo is designed in a geometric style. It has straight lines, right angles, and precise shapes. Even after the redesign, these criteria remained a priority.
The inscription “AEM” is typed in the first emblem with a typeface identical to the TeeFranklin Heavy from the Suomi Type Foundry studio. In the second case, the font used for the title is similar to David Bold, and the bottom line is the grotesque Arabic-font-2013 Bold. The modern palette consists of black, red, and white. In the previous version, the colors were brighter. These include red and blue.