Identity
Logomark
The logomark is composed of two elements, the Bobcat logotype and the Bobcat head icon. They represent the skill, dedication, and attention to detail that go into everything we do.
Birth of an icon
When the first Bobcat-branded machine was introduced in 1962, the logo featured a leaping orange cat. The famous Bobcat Head icon debuted in 1977 on the “New Breed” 30 Series loaders and remains the brand’s emblem.
Versions
The Bobcat logo comes in two versions: A) the full Bobcat head icon with logotype and B) the Bobcat head icon alone.
Only use approved electronic versions of these logos.
Registered trademark not required.
Give it room
Always surround the Bobcat logo with a minimum amount of clear space.
Minimum clear space surrounding the logo must be equal to the unit height, as shown in the diagram. Other graphic elements or text must not intrude within this space.
Additional space beyond the minimum is preferred when possible.
Consideration may be given for merchandise and licensing needs.
One Tough Animal
We’re One Tough Animal®.
Our communications express it. Our machines express it. Our dealers express it, too.
Use of the One Tough Animal tagline should be limited to appropriate promotional communications.
It is recommended to place One Tough Animal equal in length to the Bobcat typography in line with the lowercase b. The registered trademark symbol ® should be used after the first use of the phrase in body copy.
Preferred colors
Orange and black are the primary color backgrounds for our logos. All other colors are secondary.
Standing out
When placing our logos against color backgrounds, always use high-contrast applications that make the mark easy to see and read from a distance.
Exceptions may be made for certain merchandise and licensing applications.
Make it pop
Use only high-contrast applications to ensure the Bobcat head icon stands out. If placed over a photograph, use an orange box to protect the icon.
Consistency is strength
To keep our brand strong and recognizable, don’t take liberties with the logo.
Logotype may not be used without the Bobcat head symbol.
The Bobcat head symbol may not be changed in proportion to the Bobcat typography.
The Bobcat head symbol may not be moved in relation to the Bobcat typography. It may not be flipped, rearranged or rotated for layouts.
Do not stack the logo vertically.
Note: On vertical banners, the whole logo may be rotated 90°. In this case, the head symbol and logotype must rotate as one.
Do not stretch the logo out of proportion or tilt in any direction.
Do not cut the Bobcat head symbol out of another shape.
Do not create another shape or border with the logo.
Never substitute another type style for the Bobcat logotype.
Do not add outlines, drop-shadows or other artificial effects to the logo.
Color
View Color Codes 
The power of orange
Our primary color is orange. It’s more than just a color. It separates us from our competitors. It’s a flag of quality. It signals action, a job well done, and a spirit of inventiveness and innovation.
Always follow the specifications for products, signage, packaging and communication materials.
We also utilize black and white in combination with the orange to create our brand.
Digital colors
Other colors are approved for use online and within our digital tools. Please refer to link tbd to learn more.
Secondary
The secondary colors shown are complementary colors and should be used sparingly.
Electric Blue is used specifically as an accent for our electric machine lineup.
Supportive colors
Supportive neutrals can be introduced to new product categories for more dynamic ranges, as well as to support any retail activations.
This is Helvetica
The typeface family Helvetica is the preferred font for most Bobcat print communications.
Use Helvetica Black Condensed or Helvetica Ultra Compressed for headlines and subheads.
Serif fonts are NOT acceptable.
Heads, subheads and areas where space is limited
Body Copy
Digital media substitutions if needed