Knapheide launches new logo, corporate theme

"We are committed to earning and owning our leadership position every day," he added, noting that the company conducted research with employees, partners and customers for insight on its business. That helped develop the new theme, which the company says it is embracing as both a philosophy and brand-positioning statement.

Knapheide now serves 200-plus distributors, hundreds of OEM dealers and thousands of fleet customers and end-users. "This powerful 'Never Settle' commitment translates to three key promises to our partners and customers," said Harold W. "Bo" Knapheide IV, senior vice president of distributor and fleet operations — including putting customers first, collaborating to listen to input and make adjustments, and continuous improvement.

"We have begun implementing new programs and technology to back these promises and will continue throughout 2016 and beyond," stated Bo Knapheide. The investments will include improved online collaboration tools.

"A refreshed brand identity is another component of our commitment to earn and own our leadership position every day," said Mandar Dighe, vice president of marketing. "It features an updated logo that gives us a stronger, more consistent look and also pays homage to our long history."

Prominently featured on Knapheide's products on display at the Work Truck Show, the new badging will be introduced gradually to customers starting late this year. The company says it is launching a "Never Settle" advertising campaign showcasing the new logo this month that will target specific end-user groups and vocational segments through a variety of print and digital channels.