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Knapheide launches "Never Settle" theme, new corporate logo

March 1st, 2016

The Knapheide Manufacturing Company recently unveiled a new corporate logo and theme - "Never Settle" - at NTEA's Work Truck Show in Indianapolis, IN.

"Since our founding in 1848, we've been on the leading edge of work-ready transportation solutions," said owner H.W. "Knap" Knapheide III.  "Our updated logo and theme reflect our steadfast dedication to never settling when it comes to giving our customers high-quality solutions for their work needs."

NEVER SETTLE

"We are committed to earning and owning our leadership position every day," said Knap Knapheide, noting company conducted research with employees, partners and customers to get 360 degree insights on its business.  Those insights led to Knapheide's new "Never Settle" theme-which the company is embracing as both a philosophy and brand positioning statement.

Today Knapheide serves 200-plus distributors, hundreds of OEM dealers and thousands of fleet customers and end-users.  "This powerful 'Never Settle' commitment translates to three key promises to our partners and customers," said H.W. "Bo" Knapheide IV, Senior Vice President of Distributor and Fleet Operations.

  1. Customer first: You can count on us to support you like you support your own customers.
  2. Collaboration: You can count on us to listen to your input and make adjustments to better serve you.
  3. Continuous improvement: You can count on us to own our leadership position by remaining on the cutting edge of work-ready vehicle solutions.

"We have begun implementing new programs and technology to back these promises and will continue throughout 2016 and beyond.  These investments, including improved online collaboration tools, will enhance our ability to provide best-in-class experiences for our partners and end-users," Bo Knapheide said.

LOGO & VEHICLE BADGING

"A refreshed brand identity is another component of our commitment to earn and own our leadership position every day," said Mandar Dighe, Vice President of Marketing.  "It features an updated logo that gives us a stronger, more consistent look-and also pays homage to our long history."

Knapheide Logo

"A new bold, three-dimensional Knapheide vehicle badge mirrors the updated logo and carries the literal and figurative weight of an industry leader, creating greater awareness of our Knapheide brand," Dighe said.  Prominently featured on Knapheide's products in the company's booth at The Work Truck Show, the new badging will be introduced gradually to customers starting in late 2016.

Knapheide Badge

ENAHNCED MEDIA CAMPAIGN

"Knapheide's commitment to 'Never Settle' also means enhancing our communication with not only potential partners, but also end-users to increase awareness and engagement," said Dighe.  A multi-faceted "Never Settle" advertising campaign showcasing the new logo will launch in mid-March 2016 and run through the remainder of the year.

The media campaign will target specific end-user groups and vocational segments through a wide variety of print and digital channels.  New technology will ensure potential customers are quickly and efficiently connected with distributors in their repsective areas.

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ABOUT KNAPHEIDE

Headquartered in Quincy, Illinois, The Knapheide Manufacturing Company is a family-owned business established in 1848.  For six generations, Knapheide has provided customers with high-quality, work-ready transportation solutions.  More work vehicles on the road today carry the Knapheide name than any other manufacturer.

Knapheide partners and customers include truck and van distributors, commercial dealers, commercial fleets, fleet management companies, government entities, utilities, and end-users across a wide range of vocational segments.