skip to main content

Logo Evolution

Logo Evolution

Pierce has evolved over the last 100 years & so has the logo.


 Auto Body Works, Inc. Appleton, WI

This simple logo was first seen in the year 1917 when the company incorporated under the name Auto Body Works, Inc.  The company would continue to use the logo on documents and signage through the twenties and thirties.  "Pierce" would eventually be added above the original logo even before the company was renamed Pierce Auto Body Works in 1960.


Pierce - Quality Brand Bodies - Autobody Works Inc.

This logo was displayed proudly on the 'City Plant' manufacturing building. Pierce was added above the original Auto Body Works, Inc. logo when the company started branding their product as Pierce.


Pierce - Appleton Wisconsin Retro Logo

This is the first time we see the use of the oval. The font changed to give it a fresh look. The rectangle area below the oval was used to denote utility and fire products.

1969 - Present

Pierce Full Color Logo

The Pierce logo that is used today was introduced in 1969. There have been many variations of the coloring of this logo but it has always come back to this original version as the current approved logo.


Pierce - Metal Logo
In the year 2000, the chrome logo was also introduced and used in addition to the tri-color logo in Pierce promotions. This logo is an actual photo of an emblem that is a signature look on the front grille of all Pierce trucks.