New branding for RUTHMANN REACHMASTER
By Lindsey Anderson15 December 2020
RUTHMANN REACHMASTER North America L.P. has debuted its new company logo and branding, which now represents both RUTHMANN and REACHMASTER.
RUTHMANN Group, the Germany-based manufacturer of truck-mounted and track-based compact aerial work platforms, acquired its long-standing sales and service partner ReachMaster, Inc. in July 2020.P.
Ebbe Christensen, president of the new company said, “It is always a very exciting process to create a new logo that represents the unity of two companies, yet it is also a challenge to reflect both sides.” Christensen added: “It is almost like finding a name for a new baby that represents the personality and heritage of both parents.”
The result was a combination of the two company logos, where the colors from the RUTHMANN side were combined with the former ReachMaster, Inc. logo - the falcon image.
“Like so many other things in these Covid-19 times, getting the new building signs in place took a little longer than expected, but we are proud to now ’fly the new colors’ of the new company on not only our equipment, but also our base here in south Texas,” said service manager Robert Parkerson. “Thankfully it was not difficult to find proper lift equipment to install them.”