Bobcat machines get powerful new styling

As a first step in implementing the new branding, the machine design was used in the 2- to 4-ton R-Series mini excavators launched last year. New styling decals were designed and are now being launched to complete the new brand identity. In the EMEA region, the M-Series loaders (S450, S510 and S530) will be the first machines with the new styling. These machines will be available starting January 2020. The next EMEA product line with the completely new design will be the R-Series loaders, which will also be available in 2020. Other models will follow later.

New styling

For several years, Bobcat products have enjoyed a strong identity consisting of white, black and orange colors with the Bobcat logo. "The simple vertical and horizontal character lines and flat surface styling were easily recognizable," explained Jin Hup Yeu of the Doosan Design Center in Seoul, who led the design team. "However, this is a completely new design for a new era. The very attractive silhouettes and optimal proportions emphasize the machines' unique personality. Moreover, the new decal with 3D effects creates a more dynamic, 3-dimensional look-and-feel of the machine's exterior. This evokes more emotion from the viewer."

"The graphic design has a compact and robust look that fits well with the machines. Instead of just straight lines, the new design uses a slight curvature to better convey strength and robustness. And thanks to a stronger, sharper and more ambitious profile, the new design communicates an advanced high-tech image. In addition, the Bobcat logo on the rear is finished with stronger and more visible styling with minor variations to accentuate the design of the specific product line."

Robust, agile and versatile

The design language varies slightly - depending on the type, function and size of the equipment. For example, the compact machines emphasize their 'agile' and 'versatile' qualities with a stylish and sleek look. The heavier machines, on the other hand, emphasize their "powerful" and robust qualities.

By anchoring the new styling in Bobcat's DNA, which can be summed up in with the keywords "rugged, agile and versatile," the designers have revitalized the equipment's distinctive silhouette and unique, time-honored Bobcat image.