T-H MARINE BLOG: FISHING, BOATING, & INDUSTRY NEWS
ATLAS Jack Plate Introduces Refreshed Brand Identity and Streamlined Product Lineup

ATLAS Jack Plate Introduces Refreshed Brand Identity and Streamlined Product Lineup

February 11, 2026

T-H Marine is proud to unveil a refreshed look for its iconic ATLAS Jack Plate brand—introducing a bold new logo and a clearly defined three-tier product lineup, while maintaining the same proven performance anglers trust on the water.

For years, ATLAS Jack Plates have been the go-to solution for anglers seeking precise boat control, improved performance, and rock-solid reliability. As the brand continues to evolve, ATLAS now enters its next chapter with an updated visual identity and a simplified way to identify the right jack plate for every rig.

New Look. Same Jack Plate Performance. Clearer Choices.

The updated ATLAS branding features a modern, aggressive logo that reflects the strength and performance built into every plate. While the look has been refreshed, the engineering, materials, and performance remain unchanged.

Along with the new branding, ATLAS has reorganized its product lineup into three clearly defined categories—making it easier than ever for anglers and dealers to choose the right jack plate for their setup:

ATLAS Classic (CL)

The original ATLAS jack plate that set the standard. The CL delivers trusted hydraulic performance and durability for a wide range of bass boats and outboard applications.

ATLAS Heavy Duty (HD)

Built for heavier boats and higher horsepower outboards, the HD offers increased load capacity and added strength while maintaining the same smooth, precise height control ATLAS is known for.

ATLAS MAX (MX)

Designed for maximum performance and extreme applications, the MX is the most robust ATLAS jack plate ever built—engineered for today’s largest outboards and demanding conditions.

Same Quality. Same Reliability. Same Confidence.

The refreshed ATLAS brand and streamlined lineup will begin rolling out across packaging, digital platforms, and marketing materials in 2026—reinforcing ATLAS’s position as a premium performance leader in hydraulic jack plates.

About T-H Marine Supplies

T-H Marine Supplies, LLC is a leading manufacturer of marine accessories and OEM components, serving anglers and boat builders worldwide for more than 50 years. ATLAS Jack Plates remain one of the company’s flagship performance products.

For more information on ATLAS Jack Plates and the updated product lineup, visit thmarinesupplies.com.