Cummins unveils fresh branding

 Cummins has unveiled a refreshed brand platform called Power Onward. The firm says that this new branding helps show the company’s commitment to being an industry leader in the next era of smarter, cleaner power.  

The platform shows the company’s Destination Zero strategy to go further, faster to reduce the greenhouse gas and air quality impacts of its products. The customer-driven, multi-solution approach will advance engine-based solutions in the core business now while innovating for the future by developing new zero-emission solutions in Accelera by Cummins for diverse applications.

The integrated suite of innovative technologies and capabilities, strong customer partnerships and financial strength positions the company to invest in the future global workforce.  

“For more than a century, Cummins has continued to push boundaries to innovate and deliver power solutions the world depends on,” said Jennifer Rumsey, Cummins chair and CEO. “Our new brand platform honors this legacy, while emphasising our leadership and commitment to our customers and the environment by evolving our portfolio to power a sustainable future.”  

The company is making significant advancements and investments across its portfolio of power solutions and the new branding reflects that. The portfolio includes forms of power that span the energy transition: diesel, natural gas, hybrid, electric power and biofuels. This range of options meets customers’ varied and changing needs and empowers them to reduce greenhouse gas emissions, now and in the future.   

The refreshed brand retains the historic Cummins logo. This graphic pillar of innovation grounds the energy and mobility sectors at a time of transition. The custom font, Cummins Innova, underscores the company’s distinction in the market and additional bold colors and powerful imagery bridge the company’s legacy and future.   

“Power Onward complements the brand recognition of the Cummins logo as a symbol of innovation and dependability,” said Carole Casto, vice president – Marketing and Communications. “Our brand identity has evolved throughout our history but our commitment to powering our customers' success and supporting communities around the world remains the same.”