Manitowoc Logo PNG
The mechanical engineering company, known for its tower cranes, stays ahead of the curve by offering innovative equipment. That’s why its logo looks bright and modern. The Manitowoc logo visually represents strength, power, reliability, and dynamism.
Manitowoc began on July 7, 1902, in Manitowoc, Wisconsin, when engineers Charles West and Elias Gunnell founded Manitowoc Dry Dock Company after buying the Burger & Burger shipyard. The location on Lake Michigan gave the firm access to Great Lakes shipping routes. It first repaired wooden vessels, then moved into steel shipbuilding. In 1905, it launched its first all-steel ship, the freighter Maywood.
In 1908, the company acquired Steam Boiler Works, and in 1910, it became Manitowoc Shipbuilding and Dry Dock Company. By World War I, the yard could launch up to 18 ships a year and built 33 cargo vessels for the U.S. Navy. In 1925, Manitowoc began manufacturing cranes under contract, leveraging its experience with heavy steel structures. In 1952, the company was renamed The Manitowoc Company, Inc.
World War II changed the business again. From 1942 to 1945, Manitowoc built 28 submarines for the U.S. Navy and developed new crane equipment, including the model 3900. After the war, its Equipment Works division moved into refrigeration, and in 1966 it began producing commercial ice machines. In 1968, Manitowoc acquired Sturgeon Bay Shipbuilding and Dry Dock Company, later Bay Shipbuilding Corporation.
The company went public on NASDAQ in 1971 and moved to the New York Stock Exchange in 1993. In 1995, it bought The Shannon Group, building a Foodservice division. Potain joined in 2001, Grove Worldwide in 2002, and Shuttlelift in 2007, expanding its crane portfolio to compete with rivals such as Liebherr and Terex. Manitowoc sold its shipbuilding unit in 2009, spun off Welbilt in 2016, and later focused on cranes under Manitowoc, Grove, Potain, National Crane, and Shuttlelift.
Meaning and History
The brand’s visual identity is based on a unique logo. For the most part, it is known directly to the company’s target audience, so many people might not know Manitowoc exists. The company has operated in the market for more than 120 years, and only two logos have been used during that time. They differ in some specifics, but regular customers will find familiar features that feel like the American brand.
What is Manitowoc?
This is one of the oldest and most reputable companies in the lifting solutions industry. Its clients include not only US construction companies but also representatives from other countries.
Before 1999
The initial logo version included two elements: a wordmark and an orange circular background. The brand name is written diagonally in white letters with a black outline. The contour creates a three-dimensional feel. All letters except the first are lowercase to evoke a friendly tone. For the word inscription, I used a classic, bold sans-serif font.
Interestingly, only half the letters are inside the circle, while the rest sit outside the frame. This suggests Manitowoc is willing to go beyond its limits.
Like the title block, the orange circle has a fairly thick black outline.
1999 – today
In 1999, the first redesign was introduced. Now, only the first letter “M” was inside the red circle. Unlike the other letters, the initial letter is uppercase. A more modern and elegant font was used for the brand name. More space appeared between the letters. The style’s peculiarity is its minimalism. For example, the letter “t” has no rounded end.
In addition, an inscription appeared below: “Marine Group.” The font is different from the company name. This is evidenced by the dot above the letter “i.” The letters are much smaller, indicating this line is additional.
In general, the logo looks modest and minimalist. It lacks additional details, but it conveys the brand’s confidence and strength.
Font and Colors
The company name “Manitowoc” uses a classic, bold sans-serif typeface with a unique style on some letters. The inscription is easy to read on any surface, and using lowercase letters will attract potential customers’ attention.
The primary colors are red, white, and black. They contrast well, making the logo feel confident and forward-thinking. Many people associate the color red with potential, development, passion, and confidence. In an earlier version, the company favored the circle’s orange color, which made it look like the sun.