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Dan McInerney stumbled upon an interesting article about the history of the Mack Bulldog emblem, and here are some key excerpts from trucks.com:
If you're searching for a logo as iconic as the one featuring the bulldog on Mack Trucks, you'd have to go all the way back to RCA Victor's mascot, Nipper, to find something comparable. This canine hood ornament, which has been around for 95 years, is affectionately known as Mack the Bulldog.
Mack Trucks, established in 1900 and now part of Sweden's AB Volvo, offers various renditions of this canine emblem. Some versions sport tiny helmets, firefighting or construction gear, and even Superman-style red capes. There's no denying the bulldog's legendary status; its popularity traces back to the First World War, particularly with the introduction of the Mack AC truck.
Launched in 1916, Mack supplied over 4,500 AC trucks to the U.S. government, with more than 2,000 going to Great Britain. Known for its strength and resilience—qualities reminiscent of an English bulldog—the AC model's hood shape also resembled the animal. British troops began calling it the Bulldog Mack, and the nickname stuck.
However, it wasn't until 1921 that the first bulldog emblem appeared on a Mack truck—not as an ornament but as a side emblem. At that time, the company boldly advertised the design, which depicted a frontal view of an English bulldog ripping apart a book labeled "hauling costs."
By 1932, Alfred F. Masury, Mack's chief engineer, crafted the first hood ornament during a medical hiatus. Bored and seeking a creative outlet, he carved a bulldog figure. That same year, this carved bulldog appeared on the front of the Mack AB, a lighter-duty version of the AC truck.
Over the decades, the company's trademark symbol has undergone several transformations—not only shifting from an emblem to a hood ornament but also evolving in design. In 1979, Mack adjusted the bulldog's ears and tail to create a smoother surface, preventing them from snagging on gloves or jewelry while opening the hood.
The function of the bulldog also evolved. Initially placed on trucks with exposed radiator caps, the design adapted as trucks became more streamlined. Today, the Bulldog serves as a handle for accessing the engine compartment on conventional models or stabilizing the truck during windshield cleaning or maintenance on cab-over designs.
Even today, the little bulldog remains a practical handle on Mack's current production models. Its journey from a simple emblem to a functional piece of art reflects the enduring legacy of Mack Trucks and their iconic mascot.