Cummins launches new branding strategy

Cummins announced a global branding strategy May 9 designed to make doing business with the company easier for customers.

Cummins says the new branding strategy unites all its businesses and products under the Cummins brand name and calls for a bolder look for its logo.

Cummins business descriptors will be standardized as follows:

· Cummins Emission Solutions
· Cummins Filtration (formerly Fleetguard)
· Cummins Fuel Systems
· Cummins Generator Technologies (formerly Newage)
· Cummins Power Generation
· Cummins Turbo Technologies (formerly Holset)

“For the first time, the depth and diversity of The New Cummins will be communicated with one brand voice worldwide,” said Tim Solso, chairman and chief executive of Cummins. “And more importantly, it will be instantly recognized and understood by our customers no matter how far business may take them – and Cummins – in the global marketplace.”