Polaris today unveiled a new corporate brand platform with the tagline “Think Outside” to represent its 30 brands, including Bennington, Godfrey, Hurricane and Rinker. It acquired those brands in May 2018, then purchased the brands in the Larson Boat Group in January 2019.
“The evolved Polaris brand position articulates the company’s corporate brand in a way that supports its vision, defines its pioneering spirit, sets it in the marketplace and expresses the value offered through its expansive products and services,” CEO Scott Wine said in a statement.
The last significant Polaris brand evolution was in 1981. A new Polaris logo will be on all advertising, the company website and social channels.
“Our founders built the first snowmobile so they could embark farther into the snow-covered woods of northern Minnesota, and we have spent the last 65 years continuing to bring that pioneering approach to everything we do,” Wine said. “Today, Polaris offers a wide range of products and services designed to help our customers experience ultimate enjoyment outside.”
Wine said the new Polaris brand is part of its customer-growth strategy. “The new brand tells our story in a way that connects us with our current consumers while also inviting new ones into the Polaris community,” he said. “Over the next 10 years, we aim to grow our Polaris customer base by nearly 50 percent, both through people who currently know and enjoy powersports and by introducing new consumers to the space and all that Polaris has to offer.”
The new logo will roll out gradually to other areas of the business, including buildings and other physical signage, according to Wine. The company also is changing the name of its legal entity from Polaris Industries Inc. to Polaris Inc.