Polaris has launched a new corporate brand platform to reflect its growing product lineup and to grow ridership, the company has announced. The Medina, Minn.-based company has not changed its logo since 1981.
Dubbed Think Outside, the brand includes a new corporate message and an updated logo that will appear across the company’s advertising, website and social channels. The new branding is a part of the company’s strategy to grow ridership, and Think Outside will help to “share the larger Polaris story” to consumers, according to the press release.
“Think Outside is reflective of our pioneering approach to advance how our customers work and play outside,” said Scott Wine, president and chief executive, in the release. “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. Over the next 10 years, we aim to grow our Polaris customer base by nearly 50%, both through people who currently know and enjoy powersports and by introducing new consumers to the space and all that Polaris has to offer.”
Think Outside encompasses more than 30 brands from under the Polaris umbrella, such as Indian Motorcycles, Slingshot, Polaris Ranger and Bennington.
The new logo will roll out gradually to other areas of the business, including products that display the Polaris logo and buildings over the next several years. Polaris also is changing the full name of its legal entity from Polaris Industries to Polaris Inc.