Atlas dropped from Weycor brand

The Atlas Weycor brand is being replaced this year by the shorter brand name Weycor.

German-based Atlas Weyhausen said the change was for brand protection reasons, and to differentiate its products sustainably from the competition.

It said that while the brand change was a necessary step, “nothing else will change”.

The Weycor label has a newly-designed logo that the company said established the connection to the brand’s origin.

The name Atlas has been associated with the construction equipment of Atlas Weyhausen in Wildeshausen, Germany, for 50 years. The company said that Atlas wheeled loaders had been seen since the 1970s.

The first stage of brand reform was introduced in 2012 with the Atlas Weycor brand. It said the Weycor name established the connection to the name of the company founder, Dr Friedrich Weyhausen, and the products from Wildeshausen.

The new Weycor brand will also be used on its range of compaction rollers.