Caterpillar

Caterpillar Inc., founded in 1925 through the merger of the Holt Manufacturing Company and the C. L. Best Tractor Company, has grown into a global leader in manufacturing construction and mining equipment, diesel and natural gas engines, industrial gas turbines, and more. While the specifics of their first trademark registration may not be readily available, the company likely began protecting its brand elements early on, including its distinctive name and logo. Caterpillar's iconic yellow construction machinery and the CAT logo are key components of its brand identity.

As a prominent player in the heavy equipment industry, Caterpillar is proactive in monitoring its trademarks to prevent infringement and protect its brand integrity. In 2011, Caterpillar took legal action against Illinois Truck & Equipment (ITE), a company that refurbishes and resells Caterpillar equipment. Caterpillar claimed that ITE's use of its trademarks on refurbished equipment without authorization constituted trademark infringement and dilution. The case ended in a settlement agreement, with ITE agreeing to certain restrictions on the use of Caterpillar's trademarks. In 2019, Caterpillar filed a trademark infringement lawsuit against Cat & Cloud Coffee, a small coffee roaster and retailer. Caterpillar objected to the use of the term "Cat" in the coffee company's name, claiming it could lead to confusion and dilution of Caterpillar's brand. The case received attention for the clash between a global manufacturing giant and a small coffee business. The dispute was settled with Cat & Cloud Coffee continuing to use its name but with certain restrictions.