Cummins Inc. has announced a global branding strategy designed to emphasize the Cummins brand.

“To ensure that ‘The New Cummins’ achieves top-of-mind awareness among all potential customers, partners and stakeholders," stated Tim Solso, Cummins chairman & CEO. “Cummins is launching a stronger, more unified branding strategy that reflects a stronger, more diversified Cummins.”

All businesses and products under the Cummins brand name will be branded with the colors of red and black to give the traditional Cummins logo a bolder look and feel, the company said.

Effective immediately, new Cummins business descriptors will be standardized under the new branding strategy, as follows: