THE CEA (Construction Equipment Association) has unveiled a refreshed brand identity described as a ‘natural evolution’ of the changes introduced over the past year.
The trade body said that as it has ‘expanded its initiatives, strengthened its industry presence, and refined its engagement with members’, it was important its identity kept pace. The new look aims to ensure the association presents itself in a way that is ‘clear, professional, and aligned with the work it does’.
The update includes a redesigned and modernised logo. A key feature is the ‘A’ being shaped to resemble a backhoe loader — a nod to the construction equipment industry.
The rebrand coincides with a period of transformation for the CEA, including a change in leadership. Viki Bell took on the role of director of operations in March 2024. She said, “This rebrand is an important step forward for the CEA. The construction equipment industry is moving at pace, and our role as a trade association is to ensure we are keeping up, staying relevant, and providing real value to our members.
“Our new identity reflects the work we’ve already been doing — modernising how we operate, improving communication, and reinforcing our position as the voice of the sector. We wanted to show evolution, not revolution, and this new identity is a clear mark of the progress we’ve made over the past year.”
Over the past year, the association added that it has enhanced its communication channels, introduced new initiatives, and expanded engagement with industry partners. From hosting events such as the new members forums to driving forward discussions on regulation, sustainability, and industry challenges, the CEA revealed it is more active than ever in shaping the future of the construction equipment sector.
The updated branding will be rolled out across all CEA platforms, including its website, events, and communications.
