Takeuchi Takes on a Tough New Look

By December 5, 2023Fall 2023 Issue 36

If you’ve been reading construction equipment trade magazines or browsing equipment online, you may have already seen advertisements featuring Takeuchi’s newest marketing campaign, “The Mark of Toughness,” and a new “T” logomark. Our marketing team put a great deal of thought into both because they represent the Takeuchi brand that you’ve come to know and trust.

“The Mark of Toughness campaign tells Takeuchi’s story as a company with products proven to be dependable and rugged,” said Stephen Odum, national marketing manager for Takeuchi-US. “We want our machines to be your best and most reliable worker and the most important tool on any jobsite, whether that’s in the construction, landscape, rental or utility industry. That’s what we strive for every day at Takeuchi.”

The campaign also reflects Takeuchi’s understanding that machine operators and owners have problems to solve, and their machines are tools that function nearly as an extension of them. Our machines need to be reliable, generate income and be true assets through uptime and sheer toughness.

Along with the campaign, Takeuchi also wanted to create a simple, easily recognizable logomark that could fit in small spaces on various wearables and other collateral items. The result is the new “T” logomark that comes from the “T” in Takeuchi.

“The T is a symbol, not just of the Takeuchi name itself, but also of the toughness we build into every machine,” Odum said. “We’ve begun integrating this new logomark in various ways, and we’re excited to see it on hats and shirts being worn across the country.”

Watch for items featuring the “T” logomark and “The Mark of Toughness” campaign at your local Takeuchi dealer.