Photo by Ruthmann Reachmaster
Ruthmann Reachmaster Logo

Ruthmann Reachmaster Presents New Logo Representing Both Companies’ Histories

Dec. 15, 2020
Ruthmann Reachmaster has presented its new company logo, which now represents both Ruthmann and Reachmaster and their long histories.

Ruthmann Reachmaster has presented its new company logo, which now represents both Ruthmann and Reachmaster and their long histories.

As announced earlier this year Ruthmann Group, a Germany-based global manufacturer of truck-mounted and track-based compact aerial work platforms, acquired its long-standing sales and service partner ReachMaster Inc. in July 2020 through its U.S. subsidiary Ruthmann North America L.P. to form the new company Ruthmann Reachmaster North America L.P.

“It is always a very exciting process to create a new logo that represents the unity of two companies, yet it is also a challenge to reflect both sides,” said Ebbe Christensen, president. “It is almost like finding a name for a new baby that represents the personality and heritage of both parents.”

The result was a combination of the two company logos, where the colors from the Ruthmann side were combined with the perhaps strongest symbol of the former ReachMaster Inc. logo - the falcon image. It actually dates back to the 1930s when it was the symbol of the Danish family name of the company that later invented the compact lift segment. The Ruthmann side goes even further back to 1901 in Germany.

“So, we had indeed some history to respect here, and we are very proud to present the new logo that will represent our future combined efforts and success in North America,” said Christensen.

Recently, the new logo found its way to the former ReachMaster Inc. location in Porter, Texas, a Houston suburb, that became ReachMaster Inc.‘s new headquarters a couple of years ago. “Like so many other things in these COVID-19 times, getting the  new building signs in place took a little longer than expected, but we are proud to now fly the new colors of the new company on not only our equipment, but also our base here in south Texas,“ added the newly promoted service manager Robert Parkerson. “Thankfully it was not difficult to find proper lift equipment to install them.”