Workhorse Logo and Brand Identity

Workhorse Group Inc.

The Workhorse emblem pairs a strong horse reference with a fleet-focused wordmark, reflecting endurance, utility, and commercial purpose. Its blue-led visual character gives the electric truck brand a practical, technology-driven impression rooted in work vehicle heritage.

Official website
Live logo URL
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Workhorse full

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Choose the right Workhorse asset

Start with the shape that fits the slot, then tune size and format in the URL.

Full logo

Best for directories, marketplace cards, comparison pages, and any surface where the complete mark has room to breathe.

Badge

Best for compact UI: filters, tables, saved vehicles, mobile lists, and favicon-like brand slots.

Wordmark

Best when the manufacturer name needs to stay legible in headers, partner lists, and editorial pages.

Implementation

Use the Workhorse logo across your stack.

Copy a real CDN URL, then keep the same asset working in markup, components, native apps, and data calls.

Use it in any stack
One keyed Motomarks URL works in plain markup, component frameworks, native image loaders, and API-backed views.
logo.html
1<img2  src="https://motomarks.io/img/workhorse?token=YOUR_API_KEY"3  alt="Workhorse logo"4  width="128"5  height="128"6  loading="lazy"7/>

Need more than the image?

Fetch the brand record when your UI also needs metadata, ordered colors, or attribution context.

GET https://api.motomarks.io/brands/workhorse
Authorization: Bearer YOUR_SECRET_KEY
Read the API docs

Reference

More about Workhorse.

Brand history, logo changes, color notes, usage examples, and common questions.

What makes this mark recognizable?

Identity cues, heritage, and visual details to keep in mind before the asset lands in your UI.

Workhorse's identity grew out of the Workhorse Custom Chassis name, a commercial chassis business established in the late 1990s and later revived for electric delivery vehicles. The brand mark has commonly used a forward-facing horse head symbol alongside a bold Workhorse wordmark, connecting the name to durability, pulling power, and fleet utility.

After AMP Electric Vehicles acquired the Workhorse brand and related assets from Navistar in 2013, the identity became associated with battery-electric commercial trucks, step vans, and last-mile delivery platforms. The modern branding keeps the industrial character of the name while using a cleaner corporate presentation suited to electric fleet customers.

First color in the reference palette

Motomarks records #005DAA as the primary Workhorse reference color, with any alternate swatches listed in the color reference and API response.

How the mark got here

The identity shifts that explain the Workhorse logo in use today.

Origins

The Workhorse name originally became known through Workhorse Custom Chassis, a United States commercial chassis manufacturer established in 1998 after the acquisition of General Motors' P-series step-van and motorhome chassis business. The name was built around the idea of dependable work vehicles for fleets, delivery operators, and specialty applications.

Acquisition by AMP Electric Vehicles

AMP Electric Vehicles, a company focused on electrifying commercial vehicles, acquired the Workhorse brand and related assets from Navistar in 2013. The acquisition connected the established Workhorse commercial-vehicle identity with a new electric drivetrain strategy.

Workhorse Group Era

AMP Electric Vehicles changed its name to Workhorse Group Inc. in 2015, making Workhorse the public-facing corporate and product identity. Since then, the company has focused on battery-electric commercial trucks, particularly last-mile delivery vehicles and fleet-oriented platforms.

When the logo changed

A compact record of redesigns, visual turns, and the reasons the mark moved.

1998

Workhorse commercial chassis identity

The early Workhorse name was associated with heavy-duty commercial chassis applications and used branding that emphasized practical vehicle strength rather than passenger-car styling.

Reason for redesign: The brand was created to position the former GM commercial chassis business under a new name focused on dependable work vehicle platforms.

2013

Workhorse adopted for electric fleet vehicles

After AMP Electric Vehicles acquired the Workhorse assets, the brand identity was repositioned around electrified delivery trucks and fleet technology while retaining the work-oriented name.

Reason for redesign: The Workhorse name gave AMP an established commercial-vehicle identity as it moved from conversions toward branded electric truck products.

2015

Workhorse Group corporate identity

The company name change to Workhorse Group Inc. aligned the corporate identity, investor identity, and vehicle brand around the Workhorse name.

Reason for redesign: The change supported a clearer public identity for an electric commercial vehicle manufacturer and Nasdaq-listed company.

What to preserve in production

Shape, color, and type cues that keep Workhorse recognizable at app scale.

Composition

The Workhorse identity typically combines a horse-head symbol with a strong uppercase wordmark, creating a compact corporate mark that works well on vehicle badging, investor materials, and fleet communications.

Symbol

The horse reference directly reinforces the name and suggests pulling strength, reliability, stamina, and service in demanding commercial duty cycles.

Lettering

The wordmark uses bold, modern letterforms that suit a business-to-business vehicle manufacturer. Its straightforward styling supports legibility on trucks, charging environments, corporate presentations, and digital screens.

Color

Blue is the dominant identity color and gives the brand a technical, fleet-oriented, and corporate tone. Secondary neutral tones used with the mark help it feel industrial and suited to commercial vehicles.

Shape

The horse-head form creates a recognizable symbol without relying on a passenger-car crest or luxury badge format. Its angular treatment fits the practical, engineered character of the brand.

Heritage

The visual identity retains a connection to the original Workhorse commercial chassis name while adapting it for electric delivery vehicles and modern fleet operations.

Market context

In the North American commercial vehicle market, the Workhorse name communicates utility before lifestyle. That makes the logo function as a promise of productive service rather than a purely decorative automotive emblem.

Design logic

Workhorse branding is direct and functional, favoring clarity, strength, and commercial relevance over ornament. The identity is designed to support vehicles that are purchased for uptime, capability, and fleet economics.

Where teams place it

Common product surfaces where Workhorse assets need to stay clear, consistent, and fast.

Commercial vehicle badging

Fleet operators

The Workhorse name and emblem are used on electric trucks and fleet vehicles to identify the manufacturer in operational environments.

Investor and corporate communications

Investors

As a publicly traded company, Workhorse uses its corporate identity across financial reports, press releases, presentations, and investor relations material.

Fleet procurement websites

Fleet procurement teams

The logo is used in product and specification contexts where buyers compare electric delivery vehicles, body configurations, and service capabilities.

Dealer and service communications

Dealers and service partners

Authorized sales, service, and fleet support materials use the brand identity to connect vehicles and parts support with Workhorse Group.

Answers before you ship

Format, usage, attribution, and history notes for the Workhorse logo.

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