Transportation & Logistics International Volume 12 - Issue 3 | Page 85

___________________________________________________________________________________________________ Welch
Group were fairly segregated into different divisions like warehousing , transport , truck centers , ecommerce , and installations ,” he explains . “ This meant many of our customers didn ’ t understand our complete service offering or weren ’ t aware of the services we offer .
“ I took the approach of consolidating the group and refreshing the brand in celebration of our 90th anniversary , as opposed to a branding overhaul . We had to be respectful of our heritage but evolve the branding to suit modern audiences , so we kept similar fonts and sizing , as well as keeping a circular logo . Also , in the logistics sector , companies are recognized for their lorries , and ours have always been blue and cream , so we retained our classic colors for roadside visibility .
During this process , I worked with our historian to analyze previous logos , and it has been amazing to see historical documents including my great-grandad ’ s logbook of Welch ’ s first ever journey in 1934 .
“ Part of the rebranding exercise was rolling out a new website to clearly communicate our service portfolio to new and existing customers . While we ’ ve updated our signs , stationery , and uniforms , we ’ re also rebranding our vehicles as they come out of service , as we recycle our fleet of every sevento-ten years regardless . This is a practical and sustainable way of rebranding our fleet of around 100 vehicles , and it also means that by our centenary in 2034 , all trucks will be on the road with our updated branding .”
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