Haulotte Group is a French manufacturer of aerial work platforms, including scissor lifts, articulated and telescopic boom lifts, and vertical mast lifts. The company traces its corporate roots to 1985, when Pierre Saubot took control of the combined Pinguely-Haulotte operations, with the first aerial platform sold under the “Haulotte” brand name appearing in 1986.[1]
Design and History
The current Haulotte Group logo dates to 2005, when the company changed its name from “Pinguely-Haulotte” to “Haulotte Group” and introduced a new visual identity.[1][2] The rebranding was announced at the APEX trade show held September 22-24, 2005, in Maastricht, Netherlands.[3]
The new mark features two chevrons (V-shaped elements) and was designed to reflect the company’s growth and international ambitions. According to the company’s own description of the rebranding, the angular form of the two chevrons represents the articulation of a platform that unfolds, while the arrow-like symbolism conveys direction, regrouping, and progress.[4] The chevron pattern, described as a “zebra” form common in the public works sector, was also intended to express the concept of safety.[4]
The 2005 rebranding coincided with the company’s 20th anniversary and a leadership transition, as Pierre Saubot handed operational management to his son Alexandre Saubot.[4] The name change was intended to reaffirm the Haulotte commercial brand, which had become the group’s primary source of recognition, while adding “Group” to express the diversity of its activities and its international dimension.[4]
Alexandre Saubot described the new logo at the time as one that “sums up our identity and reflects our desire to keep on moving on.”[3]
Meaning and Symbolism
The two chevrons in the Haulotte Group logo carry documented symbolism tied directly to the company’s products. The angular design represents the articulation of an unfolding aerial work platform, and the resulting arrow-like movement symbolizes the direction forward, regrouping, and advancement.[4] The chevron pattern also references the “zebra” striping common in the public works sector, expressing the notion of safety.[4]
Typography and Design
The Haulotte Group wordmark appears in a sans-serif typeface alongside the two-chevron symbol. The logo’s red color has been documented by brand asset databases as hex code #EC2427.[5] The company has not publicly documented the specific typeface used in the wordmark.
In 2021, Haulotte introduced a new color code for its machines, distinct from the corporate logo. The company stated that the brand’s “emblematic yellow” would remain unchanged on equipment for maximum visibility, while safety elements were painted red and other components received darker gray tones.[6] This change applied to machine livery and markings, not to the corporate logo itself.
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