Renfreight modernises tried and trusted brand

AS RENFREIGHT recently split with partner Circle, the Renfreight Circle name had to change.
"We looked at what we wanted to achieve," said national marketing director Bruce Thoresson. "And that, in turn, will decide where you go with the brand."
The first question, he added, was whether any major brand name change was necessary.
And the answer was a resounding no!
"Because Renfreight Circle was a fairly young brand - and Renfreight has been around forever - the answer was clearly to return to that historic title.
"It's therefore going back, but also going forward to make our brand more modern."
The next question was: What did they want to portray, and how to do that?
Global emphasis
"We had to emphasise that we were a global logistics operation," said Thoresson. And this was achieved through a payline under the Renfreight banner which said simply, and obviously, "Global Logistics".
At the same time, the company retained its famous "Green R". But, said Thoresson, "we reduced it to a quarter of its previous size, and did it in a more modern font.
"This allows it to be perceived in a more modern perspective - quite a different image from even three years ago."
This decision made, the next step was to communicate the brand and image to both the client base and the staff.
"The customers," said Thoresson, "are the easier to deal with."
But the internal re-branding, according to Thoresson, was the more difficult task.
"Basically, you can express what you need to do in the three words - communicate, communicate, communicate."