The Porter Group Rebranding

Porter Group is a name that is synonymous with the construction equipment industry within New Zealand. Founded by the late Mr Arthur Porter in 1945 the business has grown from strength to strength. The Porter family name is well regarded in the Waikato region, nationwide and as business developed this reputation has spread internationally.

With the significant changes to the directorship of the Group in 2010 and the advancements that have been made in recent years toward aligning the various divisions. The Group has entered a new era and with that, the time has come to formalise these changes.

The strength of the Porter name has been an underlying factor in the move to rebrand and build on the foundations that Arthur Porter left behind. This new phase will be signalled by an image update, the net result being a fresh new look for the Group in terms of our branding and corporate identity.

The rebrand will incorporate new company names for some of our divisions and a new unified logo for the Group.

The Logo

The new logo has been designed around our core competencies and capabilities as well as the direction that the Group is evolving in. The fundamental shape of the previous logos has been carried over and incorporated into the new one. The globe shape has become synonymous with our Group and to ensure that this element of the brands recognition is carried over, we have elected to maintain the basis of the logo.

The silhouette of the excavator is the strong indication of our Groups underlying business. The machine is an icon of our industry and most of our business units are closely associated with this machine. The colours have been chosen as the official corporate colours with the yellow being closely associated with earthmoving equipment.

The Division Names

The Group will officially be known as the Porter Group and this name will be promoted above the division names.

The names of each division will be a derivative of the parent company, with each including the Porter name as per the image below.
The new division name changes are as follows;

Eagle Spares will become Porter Parts

Eagle Equipment will become Porter Equipment

Hi Tech Mechanical will become Porter Mechanical

Porter Heavy Haulage will become Porter Haulage

Porter Cranes will remain as Porter Cranes

Porter Hire will remain as Porter Hire

Porter Access will remain as Porter Access

NARM Finance will become Porter Finance


The already well recognised Porter name will now be more formally promoted through our new branding and we hope you as our valuable customers are receptive to the change and we look forward to continuing our business relationships under the new umbrella.