September 27, 2018: Trojan Battery has overhauled its logo, tagline and product branding, with a new website to come online later this year, the battery giant announced on September 24.

The new tagline, ‘Charging Forward’, changed from ‘Clean energy for life’, accompanies a re-styled horse logo, which now faces a forward direction to reflect “the positive momentum that Trojan Battery is experiencing as a company”, the firm says.

The traditional deep red colour for its batteries remains, having been chosen in the first place by co-founder Carl Speer, lineman for the University of Southern California Trojans football team in the 1930s, which still plays in gold and red.

The horse also comes from the team, which then had a horse mascot named Traveler — however, officially the horse of the revamped Trojan Battery logo is Pegasus, the immortal winged horse of Greek mythology.

Pegasus could create water streams wherever he struck his hoof. Perhaps a metaphor for Trojan’s extensive line in deep cycle batteries.

Neil Thomas, president and CEO of Trojan, said the rebranding was a platform from which the company would launch new technologies, although no details were given.

The company has also moved its headquarters into a new building to accommodate the extra staff required for the company’s growth.