C L I E N T
B A C K G R O U N D
Cummins' website says: "Cummins Inc., a global power leader, is a corporation of complementary business units that design, manufacture, distribute and service engines and related technologies, including fuel systems, controls, air handling, filtration, emission solutions and electrical power generation systems."
H I G H L I G H T S
Designed in 1962 and it's still in use today. As Cummins's site mentions, they are a global power leader, and this logo mark exudes confidence, power, and muscle. I have to be honest, when I was a younger designer, I didn't appreciate this logo because I thought it was too simple and the type breaking out of the mark was awkward. But things are different now. What can be appreciated about this logo is it's enduring visual power through the bold "C" form. The type on an angle adds interest and is reversed out for contrast; all these things unite the logotype with the mark as a cohesive whole. It's proportions are built as a square (not too wide; not too tall), making it versatile in it's application to any setting. Though the type is difficult to read at a reduced scale, the mark is recognizable and strong---enough that it could continue to go smaller and still hold it's visual integrity.