Knapheide showed off vehicles with the new badging at the 2016 NTEA Work Truck Show Aaron Marsh/Fleet Owner
<p>Knapheide showed off vehicles with the new badging at the 2016 NTEA Work Truck Show.</p>

Knapheide launches new logo, corporate theme

The Knapheide Manufacturing Co. showed off a new corporate logo, badging and theme — "Never Settle" — at one of the most well-attended press conferences this year at the NTEA Work Truck Show in Indianapolis.

Company owner Harold W. "Knap" Knapheide III stated that the new logo and theme reflect the company's "steadfast dedication to never settling when it comes to giving our customers high-quality solutions for their work needs."

Harold W. "Knap" Knapheide III, owner of the Knapheide Manufacturing Co., at right, speaks with Paul Menig, CEO of Tech-I-M LLC and Fleet Owner columnist at the 2016 NTEA Work Truck Show — click to enlarge. (Aaron Marsh/Fleet Owner)

"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.

For those who might've missed it, the Knapheide Manufacturing Co. looped a short film showcasing the company's new corporate theme and updated badging on giant screens overhead — click to enlarge. (Aaron Marsh/Fleet Owner)

"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.


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