1921: The Introduction of a Now-Iconic Transportation Symbol

June 3, 1921

One of the most famous symbols of an American transportation company made its debut. This symbol was the bulldog representing what is now Mack Trucks, Inc. and it first appeared when the business was known as the International Motor Truck Corporation. More than two decades earlier, the brothers Jack and Gus — seeking to emulate the spirit and success of such transportation pioneers as Henry Ford and the Wright Brothers — launched their company to manufacture heavy-duty vehicles. 

The original image of the bulldog was prepared for the company’s AB chain-drive and dual-reduction carrier drive trucks and placed on sheet metal plates riveted to the sides of each of those trucks’ cabs. That image appeared below the words “bull dog” and above “International Motor Co.,” and it depicted the animal (with “Mack” printed on his collar) chewing on a book entitled Hauling Costs). 

While the genesis of the bulldog as the company’s symbol has not been fully documented, one widely circulated story traces the origins to the Western Front during World War I. British soldiers faced with tough logistical challenges involving transportation reportedly would call out, “Aye, send in the Mack Bulldogs!” The reason for this reference to one of their country’s most popular symbols, according to the story, was that British engineers testing Mack AC trucks for military action in France said that those vehicles “have the tenacity of a bulldog.” The U.S. Army troops fighting alongside the British reportedly shared that opinion of the truck and the bulldog metaphor for it. 

The bulldog quickly became a well-known trademark of Mack trucks. One longstanding means of promotion in this regard has been the company’s magazine, aptly entitled The Mack Bulldog. (A bulldog can be seen in the bottom-center portion of the accompanying front cover of the magazine’s August 1923 issue.) In addition, this now-iconic canine image has appeared on the company’s vehicles as hood ornaments since 1932.

Image Credit: Public Domain

For more information on the history of the company now known as Mack Trucks, Inc., please check out https://www.macktrucks.com.au/about-mack/mack-history/