JLG Industries Inc is incorporating its company logo as part of the identity for its now-integrated SkyTrak and Lull brands of telehandlers.
In early September, JLG finished a staggered process to add the new branding, and make orange-dominated colour changes in its regular SkyTrak and Lull production, said Ky Kuehling, JLG vice president for telehandler products.
The brand name remains the predominant decal on each machine, but the stylised logo with JLG's initials now appears near the base of each boom.
The branding changes came about because in August 2003, McConnellsburg-based JLG acquired the OmniQuip business unit of Textron Inc for USD100 million (
Forkliftaction.com News #115). The purchase included all operations relating to the SkyTrak and Lull product lines.
In late 2003, JLG began integration of production at its McConnellsburg, Pennsylvania manufacturing plant, and relocated the SkyTrak and Lull brands there at the same time (
Forkliftaction.com News #144).
JLG acquired Gradall Industries Inc in June 1999 for USD208.3 million.
Kuehling said each of JLG's four telehandler product lines "has significant brand equity as well as distinct personalities, features and benefits".
He said each product line was well known for different reasons: SkyTrak for a work-everyday reputation and low cost of ownership; Lull for an ability to routinely land a load precisely; Gradall for 90-degree rear-pivot steering for tight quarters, and JLG telehandlers for work-range capacities and ergonomic advantages.
Now, the JLG, SkyTrak and Lull brands share orange as their principal common colour.
"Gradall telehandlers will retain blue as their brand identifiable colour, and also display the JLG logo," Kuehling said. By contrast, the manufacturer uses two shades of grey to identify Gradall excavators.
On all telehandlers, the head weld joint at the top of the boom shows each machine's maximum capacity, and decals on the engine shroud and near the cab door identify the equipment model.
Across the board, to enhance aesthetics and commonality, "many purchased components will be painted black or will stay the original suppliers' colour," Kuehling said.