Our Name
After more than a century of building the trucks that built America, we’ve earned the right to call ourselves what our customers call us: Mack.
Advertising and Public Relations
While we can often refer to our brand and company as simply “Mack,” there are exceptions. For example, in press releases, we should be referred to as “Mack Trucks” (with the use of “Inc.” optional). Consider these other differences in language depending on whether the piece is being developed for advertising or public relations.
Proper Advertising
Mack’s integrated powertrain…
Mack specializes in…
The natural gas-powered tractor from
Mack brings…
Inclusive Advertising
Our integrated powertrain…
We specialize in…
Our natural gas-powered tractor brings…
Public Relations
The Mack Trucks integrated powertrain…
Mack Trucks specializes in…
The natural gas-powered tractor from Mack
Trucks brings…
Trademark Usage
Using trademarks, when appropriate, allows us to maintain the equity we’ve built into our brand. Legal designations vary around the world, so check with your local marketing representative for guidance specific to your country. Be conscious of trademark size in relation to text—don’t let the trademark become too large.
Reference
Here is a real-life example of how to combine the above elements. The Mack® Pinnacle™ is among the most efficient highway tractors in its class...
Product Names: ™ vs. ®
The following are examples of how we write our product names. The “TM” or “®” are only required in the first primary or key use of the mark in a document’s text or headings. If you have questions, please contact Mack Brand Management.
Trademark
Pinnacle™
Registered Mark
Mack Anthem®
Mack® MD
Terrapro®
Terrapro® Cabover
Terrapro® Low Entry
Granite®
Super-Liner®
Metro-Liner®
Trident®
Mack® LR
Mack® LR Electric.
Registered Trademark
The brand has developed over 40 unique icons that can be used to represent various concepts; from address to dealer technician, and training to the different truck models. These are available in black as well as white for download from the Mack Image and Video Library.
If your needs are not met by the available options, before developing new icons or changing the color of the existing icons please contact Mack Brand Management. Mack has its own style of icons. Like the brand, these icons are clean, simple and easy to interpret.
® Not Required
Interior and exterior signage
Business cards
Merchandise
Internal communications
® Required
Legal documentation
Product reference
(the first occurrence)
Specification sheets
Letterhead
Advertising
Marketing collateral
Tradeshow materials
Terminology
The following are common terms used when referring to components, programs and emissions. If you have questions or need to name a component/program, or if a new name is needed, please contact Mack Brand Management.
Numbers in Terminology
While global standards indicate that Roman numerals are designated for use when referring to heavy duty vehicles, Volvo Group has decided to use Arabic numerals as it is more familiar to our target audience.
