Brand Standards

Highway Equipment Company (HECO) is the leading manufacturer of New Leader® crop nutrient applicators and Hi-Way® road maintenance and deicing equipment. The company is committed to building innovative equipment and delivering superior customer service to ensure consistent and reliable experiences for our customers and business partners.

The purpose of the HECO brand standards guide is to assist HECO employees, dealers, vendor partners, and the media in properly representing and marketing HECO and our brands, Hi-Way and New Leader. As we continue to evolve our brands and introduce new products, this document will provide clear, consistent guidelines for all media that include our logo. Updates will be made as needed.

HECO Brand Standards