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Ruthmann Group rebrand

December 15, 2020  By Crane & Hoist Canada

Ruthmann Group acquired its long-standing sales and service partner ReachMaster in July 2020 through its U.S. subsidiary Ruthmann North America to form the new company Ruthmann Reachmaster North America.

The company recently presented its new company logo, which now represents both companies and their long history.

“It is always a very exciting process to create a new logo that represents the unity of two companies, yet it is also a challenge to reflect both sides“. said Ebbe Christensen, president of the new company. “It is almost like finding a name for a new baby that represents the personality and heritage of both parents“.


The result was a combination of the two company logos, where the colours from the Ruthmann side were combined with the perhaps strongest symbol of the former ReachMaster logo — the falcon image. It dates back to the 1930s when it was the symbol of the Danish family name of the company that later invented the compact lift segment.

Recently, the new logo found its way to the former ReachMaster location in Houston suburban Porter, Tex., that became ReachMaster’s new headquarter a couple of years ago.

“Like so many other things in these COVID-19 times, getting the new building signs in place took a little longer than expected, but we are proud to now ‘fly the new colours’ of the new company on not only our equipment but also our base here in south Texas,” said Service Manager Robert Parkerson.

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