CTE has a new corporate branding, including an updated company logo and website. Its products will be restyled with a new livery at Bauma.

The Italy-based manufacturer said it is in a period of major change and after 35 years in the market, felt a strong need for a new look to convey its evolving products and way of doing business.

The company explained that the updated logo, (see image to the left), retains the recognisable elephant but with a more modern design and an emphasis on ease of use. This new corporate identity will also be reflected on technical information, business cards and other literature. “The change is there, but there is continuity with our history. So, there is not a cut with the past and we decided to take a step forward, remembering who we are and who we were,” said a company spokesperson.

After four years, CTE has also decided to refresh its website. It is designed to be logical and adaptive to portable devices, has new and redesigned sections and offers information about the company and its relationship with customers.

For example, MY CTE contains information on products, service and training, with the Social Wall section concentrates on social media. The site is available in Italian and English, with other languages available soon.

At Bauma, taking place in Munich, Germany, in April next year, the manufacturer’s new livery will be presented on all its products. It has been designed with the Italian School of Design to strengthen the visibly and identity of the range.

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