Manitowoc Logo PNG
The mechanical engineering company, famous for its tower cranes, keeps up with the times by offering innovative equipment. That’s why its logo looks bright and modern. The Manitowoc logo is a visual representation of strength, power, reliability, and dynamics.
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 commercial ice machines followed in 1966. 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, and therefore many people might not know about the existence of Manitowoc. The company has been operating on the market for more than 120 years, and only two logos have been presented during this time. They differ somewhat in specifics, but a regular customer will find common features that are relevant to the American brand.
What is Manitowoc?
This is one of the oldest and most reputable companies involved in producing lifting solutions. Among the clients, there are not only US construction companies but also representatives of other countries.
Before 1999
The initial version of the logo contained two elements: a word inscription and an orange circle, which in some way was used as a background. The brand name is written diagonally in white letters with a black outline. Due to the presence of the contour, a three-dimensional feeling of the image can be created. All letters, except for the initial one, are in lowercase, which should evoke friendly emotions. For the word inscription, a classic bold sans-serif font was used.
Interestingly, only half of the letters are inside the circle when the others are outside the frame. There is an association here with Manitowoc being willing to go beyond its limits.
Like the title block, the orange circle has a fairly thick black outline.
1999 – today
In 1999, the only redesign to date was introduced. Now only the first letter “M” was inside the red circle. Unlike other characters, the initial letter is in upper case. A more modern and elegant font was used for the brand name. A more tangible space appeared between the letters. The peculiarity of the style is minimalism. For example, consider the letter “t,” which does not have a rounded end.
In addition, an additional inscription appeared below, namely: “Marine Group.” The font is different from the company name. This is evidenced by the fact that there is a dot above the letter “i.” The letters are much smaller, which indicates that this line is additional.
In general, the logo looks modest and minimalist. It does not have additional details, but it conveys the confidence and strength of the brand.
Font and Colors
The company name “Manitowoc” uses a classic bold sans-serif typeface with a unique style for some of the letters. The inscription is easy to read on any surface, and the use of lowercase letters will attract the attention of potential customers.
The primary colors are red, white, and black. They perfectly contrast with each other, making the logo more confident and progressive. Many people associate red color with potential, development, passion, and confidence. In an earlier version, the company favored the orange color of the circle, which made it look like the sun.