MILWAUKEE, Wis. — The Assn. of Equipment Manufacturers (AEM), the North American-based international trade group representing off-road equipment manufacturers and suppliers, unveiled a new brand identity to reflect how its more than 1,000 members build momentum for the industry.

“The launch of our new logo embodies the spirit of AEM to move the off-road equipment industry forward,” said Dennis Slater, president of AEM. “It reflects what we are doing at AEM in the thought-leadership space — with our Thinking Forward events and Annual Conference, as well as our advocacy, market information, shows and other services we offer our members.

“This logo represents a new era of how together we build momentum for equipment manufacturers and for society at large,” continued Slater. “We’re so proud of the work we do and this new brand identity represents the energy and change taking place in our industry through new technologies and opportunities.”

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