Oel-Brack AG launched the Midland brand in 2004. Over decades, the family business had gained a reputation for production under licence and importation of products from American oil companies. It was therefore logical that, while sounding American, its own brand should also reflect its origins in Switzerland, namely the Central Plateau, or Mittelland.
The inverted triangle represents the Mittelland between the Alps and Jura Mountains. The sub-line "Swiss Quality Oil" clearly indicates that these products are manufactured to a consistent level of quality in Switzerland.
The enamel shield with a suggestion of rivets represents the long tradition of the company and, indeed, lubrication.
Midland barrel development since 2004:
