Cummins Logo PNG
The electrical company wants to emphasize its powerful products, so it is under an expressive sign. Not only is the Cummins logo bright red, but it’s also extra-wide. The first letter of the name is massive, blocky, and huge, shaped like an industrial magnet that attracts all things metallic.
Cummins: Brand overview
Today, Cummins is an American multinational corporation that manufactures energy products such as fuel systems, filtration equipment, electric motors, etc.
Working for export with 190 countries, the company has 600 independent distributors and 600 dealers. The company can position itself as a market leader and loudly proclaim itself, albeit with a concise logo.
Meaning and History
Even an experienced branding specialist can’t tell you how many logos one company can change over the course of its long existence. The number of visual transformations probably depends on trends in visual culture and changes in the company’s management strategy.
The Cummins brand has changed logos many times in its history. Be that as it may, the history of the brand goes back to the first half of the twentieth century, and more specifically, in 1919, the brand and its first logo were introduced.
It is impossible to keep track of the course of thought of the managers who took responsibility for the organization of branding. At first, it was one economic approach, then came people of a different time and mentality, which means they brought a new spirit of the time and new ideas for visualization.
What is Cummins?
Cummins is a company that specializes in the production of engines and their subsystems, including turbochargers and filters. A second line of work is the production of generator sets and everything related to them. The organization was formed in 1919 and is currently based in Columbus, in southern Indiana.
1919 – 1944
The logo was first introduced with a circular O-shaped center frame between Cummins and the “oil engine.” This center appeared to be a symbol of Venus, the feminine symbol of strength. Immediately below it, the name of the company was re-emphasized, and geographical location data was added. Between the yellow gold words, a short line reads “made.” It looks like an engraved plaque. It emphasizes the business style of the time. The plaque itself is the color of a ripe cherry that has been touched by the sun. The logo itself, when viewed from the front, resembles the frontal view of an automobile.
1944 – 1952
A dramatic change in the logo – and a new stage in the development of the company. A bright red circle appears, preceded by a black rectangle with a white shadow border that reads Cummins Diesel (in white) and Dependable (in ornate red lettering). We wanted to emphasize the importance and historical significance of the brand’s appearance – 1919. Curiously, the inscription “since 1919” on the stylized ribbon is located in the middle, and on the left side, there is a black outline of a man pointing at this inscription with his right hand. It seems that the logo is oversaturated with symbols, fonts, and inscriptions, but in general, it looks laconic due to the combination of colors. From the minuses of the logo, if you look closely, it seems that the focus of the images is shifted to the left because there is a large red oval at the intersection of the planes of the “business card” and “ribbon.”
1952 – 1965
The lesson was learned, and mistakes in logo design and color selection were eliminated. While the previous one resembled the flag of Japan in places, now it looks like a cross, with a yellow rectangle vertically and a black line longitudinally, on which “Cummins” is modestly written in white letters. The font has become sans-serif, simpler, and more elongated. It is difficult to understand what the authors of this logo wanted to say, as there are no visual associations with the brand. The main goal was to get rid of fancy figurative details and graphic elements.
1965 – 1976
This period again saw a dramatic change in the logo. The font of the logo was made clear and readable. The background was removed. In place of the yellow stripe appeared a large first letter drawn with an outline.
1976 – today
This year saw a new logo change. This time, the logo is simple, clean, neat, and conservative, though with a twist.
In the center of attention is the letter C, in which the company name is diagonally inscribed. At the same time, the last letter extends beyond the C, which creates the illusion of a continuation of the inscription. Logo designer Paul Rand, who has created visuals for companies such as IBM, ABC, Westinghouse, and UPS, could afford to add a bit of curiosity to the logo, which would be greatly refreshed if it had a simple diagonal lettering. Incidentally, the color C is closer to light blue, and the letters of the full name are white for contrast.
In 2006, the C color was changed – this time, black accentuates the full brand name. Visually, it seems that the C disappears, but it is just such an artistic technique.
Font and Colors
The appropriate and modest font Helvetica Neue 95 Black fits perfectly into the overall look of the logo. Interestingly, the letter C has taken on a customized shape as it was graphically modified specifically for the logo, bypassing the traditional Helvetica font.
The fairly common colors – red, black, blue, and white – set each of the logos apart in their own way. To its credit, the actual logo is easy to remember, which means that the brand has completely won over its target audience.
Cummins color codes
| Black | Hex color: | #000000 |
|---|---|---|
| RGB: | 0 0 0 | |
| CMYK: | 0 0 0 100 | |
| Pantone: | PMS Process Black C |
FAQ
Who designed the Cummins logo?
The first version of the Cummins logo, in which the background for the inscription was a large horseshoe-shaped letter C, was invented by American designer Paul Rand. He has also designed corporate identities for many other companies, including ABC, Westinghouse, Morningstar, Enron, and IBM.
What are the Cummins colors?
The Cummins brand strategy is based on a color palette consisting of a combination of white (#FFFFFFFF), black (# 000000), and Pantone 485C red (# DA291C).
What typeface is the Cummins logo in?
The typography of the Cummins logo is based on Helvetica Neue 95 Black. It’s a bold, grotesque design by Linotype Design Studio. Only the letter “C” was custom-made.
