How the Bobcat Brand Was Born
Once the skid-steer concept was finalized, with a growing number of customers finding myriad uses for the machine, the company sought to build upon the unique features of the new machine. With a new name, a new logo, and a new paint scheme, the Melroe loader assumed a new identity - one that would become the icon of a success story.
The marketers began to consider how the machine should be positioned. From fertilizer plants and dairy barns, two emerging markets for the loader, the creators came up with a white paint scheme that was linked to the concepts of cleanliness and sterilization.
To find out the best and most unique name they called for a dictionary and started looking up animal names - lion, tiger, cougar, panther, and finally, bobcat. The definition in that particular dictionary described the bobcat as "tough, quick, and agile." – Bingo: the Bobcat brand was born.
The Changing Face of the Bobcat logo
Throughout its history, Bobcat Company has undergone many transformations: in owners, in products, and in its own graphic identity. The oldest Melroe oval logo dates from the 1960s, the most recent Bobcat logo and name from the past 5 years.