The story
Founded by Stephen Foster Briggs in 1908, in Milwaukee.1
History
In 1908, inventor Stephen Foster Briggs and investor Harold M. Stratton started an informal partnership to capitalize on the growing automobile industry. Eventually Briggs and Stratton settled on manufacturing automotive components and small gasoline engines.
In 1919, Briggs & Stratton purchased the manufacturing rights for a small, simple two-seat vehicle with a gasoline engine called the Smith Flyer from the A.O. Smith Company in Milwaukee. The Flyer had a small gasoline engine mounted on a fifth wheel, or motor wheel. Briggs & Stratton made engine improvements that raised the horsepower and renamed the vehicle the Briggs & Stratton Flyer. The Guinness Book of Records lists the Flyer as the most inexpensive car of all time, selling at US$125 to US$150 (equivalent to $2020 to $2430 in 2021). In 1925 they sold the rights to the Flyer to Automotive Electric Services Corporation. Briggs & Stratton kept the motor that had been the heart of the motor wheel and adapted it to power other applications such as bicycles, reel lawn mowers and small equipment such as washing machines.
The company went public on the New York Stock Exchange in 1928.
During World War II, Briggs & Stratton produced generators for the war effort. Some pre-war engines were made with aluminum, which helped the company develop its expertise in using this material. This development, along with the post-war growth of 1950s suburbs (and lawns), helped secure Briggs & Stratton's successful growth throughout the 1950s and 1960s.
Stephen Briggs went on to purchase Evinrude and Johnson Outboards and start the Outboard Marine Corporation. Frederick P. Stratton Sr. (the son of Harold Stratton) served as Chairman of Briggs & Stratton until his death in 1962 (Harold also died that year). Frederick P. Stratton Jr. served as Chairman until his retirement in 2001.
In 1995, Briggs & Stratton sold the automotive component business. The resulting company is Strattec Security Corporation.
In 2000, the company acquired its consumer generator business from the Beacon Group and formed Briggs & Stratton Power Products. The Beacon Group had previously purchased the Consumer Products Division of Generac Corporation (now Generac Power Systems) in 1998. Murray, Inc, one of its largest customers, collapsed in 2004 owing the company $40 million, and to minimize the loss Briggs & Stratton purchased the name, marketing rights and product designs of that company. In 2005, the company added Simplicity Manufacturing Inc, and Snapper, Inc, to the Briggs & Stratton Power Products line. In 2008, Briggs & Stratton announced it would be acquiring the Victa Lawn Care business from GUD Holdings Limited Australia for A$23 million.
In 2019, Briggs & Stratton announced they would be closing their engine factory in Murray, Kentucky, with production being moved to their Poplar Bluff, Missouri, facility.
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On July 20, 2020, Briggs & Stratton filed for Chapter 11 bankruptcy. KPS Capital Partners purchased a majority of the company stake for $550 million. In September, KPS closed on the acquisition of Briggs & Stratton; this sale waives the $900 million that Briggs & Stratton owed going into bankruptcy.
Logo history
The Briggs & Stratton logo was always a masthead, but it has been changed several times over the course of the company's 80-plus years.
Pre War logos (1931–1943) – This logo started off with a diamond shape and read Briggs & Stratton and its home city of MILWAUKEE, WIS., U.S.A. below it; in the middle, it had the words 4 CYCLE on the top mast and the words GASOLINE MOTOR and phrase MADE IN U.S.A. on the bottom mast. About 1934 Briggs & Stratton added the more familiar shape of a diamond split across the center with a banner.
Gold Logo (1948–1963) – This logo had the name BRIGGS STRATTON and its home city of MILWAUKEE, WIS., U.S.A. below it; in the middle, it had the words 4 CYCLE on the top mast and the words GASOLINE ENGINE and phrase MADE IN U.S.A. on the bottom mast.
Gold Logo (II) (1963–1976) – Although similar to the last logo, this had differently arranged wording: The name BRIGGS STRATTON was written in a new logotype, however, this design also included the horsepower rating above the gold logo in the white field, its city of location was in the middle as before, only this time the patent numbers were eliminated (if you look at a decal on a production engine) from the bottom portion of the mast. There were some engines produced until 1977 that used the prior logo from 1948.
Red, White and Blue Logo (1976-1983) – This logo was introduced to replace the gold color and was phased out over a period in the mid eighties, which included engine cartons and replacement parts packaging.
The Red, White, and Black Logo (1983–present) – This is the company's current logo. The logo has the name BRIGGS STRATTON in black letters on the white midsection of the masthead. The words 4 CYCLE ENGINE are on the red top portion of the mast and the city line MILWAUKEE, WISCONSIN, U.S.A. is written on the black bottom portion of the mast. Although the logo hasn't been changed much since then, the wording on the top and bottom sections of the mast were removed in 1985, although the company continued to use these two sections with the respective wordings ORIGINAL (red section) and SERVICE PARTS (black section) until 1989.
From Wikipedia’s article on Briggs & Stratton, shared under CC BY-SA 4.0.7