International began life as International Harvester, a manufacturer of tractors and farming equipment for agriculture. Since its founding in 1902, the business has expanded to include trucks, busses and all variety of road vehicles. From 1946, International Harvester, renamed to just International, was represented by an IH monogram, composed stylistically to evoke the front profile of a tractor. This was replaced in 1986 by an abstract ‘I’ and diamond configuration which alluded to a road leading into the future, a lovely idea.

In 2025, Kurppa Hosk worked with International to help develop a strategic new narrative and identity that would develop its future-forward vision, introducing a digital platform and custom typeface, as well as formalising various aspects of its CI. The logo remained intact, the changing coming from the strategic positioning of ‘committing to the road ahead’. The logo gains further meaning, not just in its continuity of use, weathering the evolution of the company, but also from the doubling down on the road metaphor.