90 years of challenging what comes next.

UD Trucks' 90th anniversary was more than a milestone.

Since its founding in 1935, the company has built its identity around taking on the challenges facing transportation—from the legendary 3,000 km test drive of its first truck to generations of vehicles designed around the changing needs of logistics.

For its 90th year, the challenge was to celebrate that history without allowing the anniversary to feel nostalgic or retrospective.

The identity needed to look back at where UD Trucks had come from, while continuing to communicate the mindset that had carried the brand forward:

Keep on Challenging.

Anniversary Mark

90 years, tied together.

The 90th anniversary identity was built around the concept of a knot.

A knot connects separate elements and holds them together. For UD Trucks, it became a metaphor for the relationships that shaped the company across 90 years—connecting its past, present and future, as well as the people who made that journey possible.

Employees, customers, partners, drivers, communities and generations of people have each contributed to what UD Trucks is today.

The anniversary was therefore not simply a celebration of longevity.

It was a moment to recognize that UD Trucks reached 90 years because of everything—and everyone—that came before it.

And those same connections would become the foundation for what comes next.