CAT NA Telehandler
The Caterpillar TL series of telehandlers were jointly developed by Caterpillar, JLG Lift Equipment, and Brownlie Design. To ensure a strong brand identity, a thorough study of Caterpillar's product line was undertaken, with an emphasis of the most recent introductions. Multiple concepts were explored using CAT's signature "ribbon chamfer" design theme as the defining aesthetic element. The resulting design afforded an aggressive, CAT branded appearance that has been positively received in the market.