Ellis and I were at the same meeting of magazine editors at Delta Corporate something like 20 years ago. At that time they knew that woodworking machine business was going to be in trouble in the near future. The wave of higher volumes for quality machinery was already predicted to fall away. And now it's getting even worse. Used machinery is taking the same dive.
The companies really do love using the logo and brand for marketing. Oliver Machinery used to have a picture of the Grand Rapids, Mi factory building in their history page on their website. On a site that only carried Chinese made machinery painted with their color of blue. Now that the old factory building burned to the ground, they only have a paragraph about tracing the company back to it's roots in 1890. I guess they are talking about the roots of the logo.