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| 1933–195? | 195?–1980 | 1973–1992 | 1981–1992 (secondary), 1993–2000 (primary) | 2000–2002 | 2002–present | 2009–present |
Ward Body Works[]
1933–195?[]
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LOGO MISSING |
The Ward Body Works were established by David H. Ward in Conway, Arkansas in 1933. The company did not initially use a distinctive logotype; instead, the "WARD" name appeared on bus bodies and marketing materials in a variety of lettering styles.
195?–1980[]
A distinctive wordmark with curved lettering was introduced on Ward literature in the mid-1950s.[1] This logo would appear in numerous variations over the following decades, with weight and proportions varying wildly from one application to another.
1973–1992[]
A more refined, consistent version of the Ward wordmark appeared by 1973, and replaced previous versions in all applications by 1981. It featured a lighter weight, close kerning, and thinner vertical stems for the "a," "r," and "d." Despite the original Ward company ceasing to operate in 1980, the Ward name continued to be used as a brand through December 1992.
AmTran[]
1981–1992 (secondary), 1993–2000 (primary)[]
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Ward faced mounting debts and financial strain in the late 1970s, culminating in a 1980 bankruptcy and the cessation of production. Since Ward was a major employer, a holding company called MBH Inc. was formed to purchase the assets of Ward and resume production. In February 1981, MBH Inc. was renamed American Transportation Corporation, or AmTran.[3]
Initially, the AmTran wordmark was used only as a corporate logo and as a nameplate for non-school buses. School buses continued to be marketed under the Ward name until 1993, when the AmTran brand replaced it outright in all applications.
International Bus[]
2000–2002[]
AmTran became a wholely-owned subsidiary of Navistar International in 1995. Five years later in 2000, Navistar phased out the AmTran name in favor of full "International" branding.
IC Bus[]
2002–present[]
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In 2002, Navistar's bus subsidiary underwent another branding change, this time to "IC Bus." American Transportation Corporation was formally renamed IC Corporation early the following year, and the International IC was renamed the IC CE. The original logo features a widely-flared "I," and remains in use on current production as a grille emblem.
2009–present[]
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A revised version of the IC logo featuring a taller and narrower "I" was introduced in 2009. It appears on IC products concurrently with the original logo.
References[]
- ↑ Ward catalogue image. coachbuilt.com (c1956).
- ↑ AmTran Trademark. uspto.gov (16 August 1991). Retrieved on April 23, 2024.
- ↑ Small Bus Manufacturing Industry. U.S. Department of Transportation (1985).
- ↑ IC Bus Trademark. uspto.gov (16 April 2002). Retrieved on April 23, 2024.
- ↑ https://duffy.com/library/international-trucks-ic-bus
- ↑ IC Bus Trademark. uspto.gov (9 September 2009). Retrieved on April 23, 2024.
External links[]
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