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Rugged Ridge Unveils New Design Philosophy And Updated Branding

In 2017, Omix-ADA/Rugged Ridge was purchased by Truck Hero Inc. The company noted that this change in ownership, as well as the launch of the new Jeep JL Wrangler, inspired a renewed philosophy in product design: to aggressively engineer the most innovative products available for today’s discerning Jeep owner.

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Rugged Ridge (RR), a Truck Hero Inc. company and manufacturer of high-quality Jeep, truck and off-road parts and accessories, this week unveiled its new design philosophy accompanied by an updated logo and branding design for the Rugged Ridge line of Jeep accessories and floor liners.

Rugged Ridge was established in 2005 by parent company Omix-ADA to function as its aftermarket Jeep accessories brand. For the past 14 years, the company has created thousands of Jeep Wrangler accessories, servicing the needs of the Jeep and off-road communities.

In 2017, Omix-ADA/Rugged Ridge was purchased by Truck Hero Inc. The company noted that this change in ownership, as well as the launch of the new Jeep JL Wrangler, inspired a renewed philosophy in product design: to aggressively engineer the most innovative products available for today’s discerning Jeep owner. A commitment to deliver materials of exceptional quality, precise fitments and the finest premium finishes available in the industry today

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The new design philosophy also encouraged a fresh approach to the company’s corporate branding strategy. The new branding and logos suggest a more aggressive and contemporary concept. The RR imagery represents a modern interpretation of the mountains and trails, alluding to the promise of adventure that Jeep enthusiasts are intimately familiar with.

“We took our experience from developing thousands of Jeep accessories and combined it with the knowledge and support of Truck Hero Inc. to decide where we should take our brand over the coming decade,” said Henk van Dongen, director of marketing at Rugged Ridge. “With the excitement surrounding the new Wrangler JL, our innovative design philosophy strives to raise the standard in the marketplace. We’re excited to debut our updated branding and logos to reflect these changes.”

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