Ruthmann Reachmaster Presents New Logo Representing Both Companies’ 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.”
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.