Atmus Filtration Technologies
Cummins Filtration became Atmus Filtration Technologies, a name derived from atmosphere, with an A icon drawn as an upward arrow in a green and blue gradient that nods to filtration, a navy Atmus wordmark and the words filtration technologies set underneath.
Atmus Filtration Technologies logo before and after
Key facts
Atmus Filtration Technologies launched a new logo on 10 Nov 2022.
- Brand
- Atmus Filtration Technologies
- Launched
- Studio
- Not recordedAdd it
- What changed
- Cummins Filtration became Atmus Filtration Technologies, a name derived from atmosphere, with an A icon drawn as an upward arrow in a green and blue gradient that nods to filtration, a navy Atmus wordmark and the words filtration technologies set underneath.
Cite this Rebrand Log, "Atmus Filtration Technologies new logo (2022)", https://rebrandlog.com/rebrand/atmus-2022/, last updated .
The Atmus Filtration Technologies rebrand, explained
Cummins Filtration announced on Nov 10, 2022 that it would become Atmus Filtration Technologies once it separated from Cummins. The release said the name is derived from the word atmosphere, and that the Fleetguard brand would remain part of the portfolio.
The release described the logo. The A icon serves as an upward arrow to represent forward thinking and innovation in filtration technology. Green and blue tones signal the brand's commitment to the environment, and the gradient is a nod to filtration.
"Today’s introduction of the Atmus brand is a defining moment for our company," said Steph Disher, vice president of Cummins Filtration. Cummins chief executive Jennifer Rumsey said the name "reflects the journey toward an innovative and exciting future and commitment to sustainable technologies". Construction Equipment reported the new name the same month.
The logo pairs the gradient A icon with Atmus in navy and filtration technologies in small teal capitals. As this was the first logo of the standalone company, there is no earlier Atmus mark to compare it with.
In short: Cummins Filtration became Atmus, a name from atmosphere, with an A that doubles as an upward arrow.
Quote
“Today’s introduction of the Atmus brand is a defining moment for our company,”
Press
Sources
- 1. atmus.comhttps://www.atmus.com/news/cummins-filtration-announces-atmus-filtration-technologies-companys-name-upon-becoming
- 2. selfscreening.cummins.comhttps://selfscreening.cummins.com/news/releases/2022/11/10/cummins-filtration-announces-atmus-filtration-technologies-companys-name
- 3. constructionequipment.comhttps://www.constructionequipment.com/equipment-maintenance-and-repair/news/21438039/cummins-filtration-adopts-new-name