Anderson Trucking Service Uncovers New Business Identity

St. Cloud, MN -  Anderson Trucking Service, Inc. (ATS) announced today that it is rolling out a new visual identity for its St Cloud, Minnesota company. At the center of the new identity is the silver and red logo, which features a new typeface.

Although this new graphic represents a new visual identity for the company, ATS CEO Rollie Anderson assured customers and employees that everything else remains the same. “This innovative new look is backed by the same good vision, mission and family values that ATS has always offered in our 58 years of operation. The new graphic expresses our identity as a transportation leader. We have the best equipment and team in the transportation industry and because of that we are able to deliver great service.   It represents our dependable, forward-looking focus while drawing on the shape and style of our vintage “bullet” logo used by ATS in its early years. We are combining the best of the old and the new!”

The process for developing the new ATS identity was carefully planned and executed. In early 2012, a group of key ATS leaders from across the business, lead by Scott Anderson, Vice President of Risk Management and Driver Services, engaged in conversation about how ATS presents itself strategically, visually and verbally. Narrative, a marketing firm in Minneapolis was engaged to guide the team through this process.

According to Scott Anderson, “As a company ATS is looking ahead, but we discovered our ‘visual look’ was looking back.   As this process unfolded the key element that ‘we are still ATS’ remained at the center of the project. It was critical that who ATS is didn’t change, but rather, a new look be developed that would convey who ATS is.”

Brent Anderson, Vice President of Heavy Haul and Projects added “This identity is the visual representation of our culture. To people who haven’t met ATS, the visual identity represents ATS. It’s the first interaction people have with ATS as a company. It is a picture of the world inside ATS for the world outside ATS to see. In one single glance it delivers the ATS message of delivering freight and confidence, and creates a lasting impression of our position as the transportation leader.” The core of the ATS identity is the new logo. Brent Anderson continued “It’s sleek and modern look honors where ATS has been but also where it is going. It’s a wheel in motion and leans forward a bit to symbolize how ATS is moving forward. It is the icon or badge of ATS. As a company ATS is very proud to have this logo speak for the organization. It says loud and clear that ‘we mean business’.”

Another important part of the ATS identity is telling the story of what ATS does. What ATS does can be described in four simple words:

 

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