Navistar International Corporation, one of the largest truck and diesel engine manufacturers in the U.S., has rebranded as International Motors, emphasizing “International” as a shorter brand name. According to the company, the rebranding is part of its new strategy to transform the business into a “solutions provider.” The “International” name harkens back to the company’s roots, as it emerged almost 40 years ago as a successor to the International Harvester Company. The name change is also accompanied by a new visual identity.
Founded in 1902, International Harvester established a 122-year legacy of producing agricultural machinery, construction equipment, commercial vehicles, and lawn & garden products. Navistar, founded in 1986, has been part of the Volkswagen Group since 2016. Now, the Lisle, Illinois-based company is beginning a new chapter in its history, boasting over $60 billion in net income and employing 14,500 people.With its new name and visual identity, International’s strategy focuses more on truck and bus products. According to Tobias Gltterstam, the company’s Chief Strategy and Transformation Officer, International is committed to revising its production approach to enhance customer and user experience. These changes are part of a broader transformation that has been underway since 2021.
CEO Mathias Carlbaum says that reviving the “International” name is a nod to the brand’s rich heritage and an investment in its “promising future.” The brand’s streamlined structure, clear visual identity, and well-planned strategy for greater customer engagement aim to ensure that International can “succeed for another 200 years, signaling a new phase for the company.”
In adopting its new name, the company is retiring the Navistar wordmark logo, which had been in use since 1986. The new International Motors emblem is derived from the branded badge that adorned many International/Navistar vehicle hoods. While the original badge likely represented a road motif, similar to those seen in car brands like Infiniti or Chery, the new logo features only a black silhouette of the badge. The new visual identity, according to a press release, is redefined by the language of streets. This design “reflects the ebb and flow of traffic, the acceleration and deceleration of a city ride, and turns of a country road.”
The color black, now central to International’s brand identity, is complemented by an all-caps wordmark in a bold, angular typeface. The distinctive design of the letters, particularly the ‘N’s and ‘A’s, conveys strength—fitting for a company known for producing powerful trucks like the ProStar and the LoneStar.
Overall, the International rebranding is rich with meaning. The company is returning to its roots, acknowledging its proud history intertwined with that of the United States. In terms of graphic design, traditional symbols have been refreshed and modernized in alignment with contemporary design principles. Remastered as two simple triangles, International’s road emblem remains recognizable due to the narrowing space between the figures, symbolizing the pursuit of new paths and horizons. It’s a strong design in every sense, balancing positive and negative space effectively.
