As part of a new strategic marketing initiative, Northeast transportation and logistics provider A. Duie Pyle on Thursday, June 12, introduced a new logo with the tagline promise “Pyle People Deliver.” The company says the new branding communicates its 85-year commitment to providing service first and foremost to both its new and long-time customers.
“As we prepare to celebrate our 85th anniversary in 2009, we’re looking ahead to the growth opportunities before us,” says Peter Latta, owner and chairman of the West Chester, Pa.-based company. “Our new logo carries with it this optimism and the strength of our brand, while helping to set us apart from our competition in the marketplace. Our research with customers, drivers and our own internal staff has shown that our people are what differentiates Pyle.”
The new logo leverages the company’s corporate orange color. “Pyle Orange is one of the great bold colors of our time, standing for innovation and change,” says Steve O’Kane, president of the 1,900-employee company. “We’re recognized as having the most customer-focused people in the transportation industry. Our customers know we’re sincere, we care and that, most importantly, we deliver on our promise.”
The company name in the logo has been tightened from “A. Duie Pyle Companies” to “A. DuiePYLE,” intended to create a classic, distinctive mark from the company name. “By doing this, we are creating one company brand with its many offerings, including A. Duie Pyle LTL, A. Duie Pyle Warehousing & Distribution, Pyle Transport Services and A. Duie Pyle Leasing,” O’Kane says. “It also communicates the idea of one company serving many markets, such as chemical, healthcare, automotive, industrial and consumer products.”
The most noticeable and significant graphic element of the new logo is the Pyle “swirl” that resonates with the corporate color. “The arc helps position us in the marketplace as a healthy, growing company with entrepreneurial spirit and vision for the future,” O’Kane says. The “swirl” also symbolizes the company’s flexibility in providing solutions for its customers, he says.