Heavy Duty Trucking

NOV 2014

The Fleet Business Authority

Issue link: https://heavydutytrucking.epubxp.com/i/413586

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Page 89 of 125

88 HDT • NOVEMBER 2014 www.truckinginfo.com As intended, the new look has gar- nered a number of comments from customers, employees and the general public, greatly increasing Quest's brand awareness. "And, hopefully, it has helped contribute to a more positive image of the trucking industry as a whole," adds Champion. The new design was born from a collaboration between the company's creative director and executive team to showcase its brand and create con- sistency between what customers and employees see virtually in ads, media and the company's online presence, as well as what they see when the driver pulls up to their location or alongside them on the highway. Like Long Haul, Quest's updated look has improved the company's driver recruitment efforts. "Though we don't advertise directly through our equipment, we know that they do get noticed and they make a statement all their own that gets potential employees contact- ing us," says Champion. The rebranded graphics have also helped the commercial carrier stand out in the sea of tractors and trail- ers on the highway, according to Champion. "Our company is not one to always blend in or follow the crowd, so our equipment design reflects that as well," he says. Creating the 'look' Before a revamped rig ever gets on the road, it has to make it "We updated our logo, website, social media, company image, and so on," says Chris Champion, vice president of Quest Global. "We also realized that [our trucks] are, effec- tively, rolling billboards that we own, so why not utilize them as such? We want to have a clean, modern design that catches the eyes of prospective employees and customers." Premier 94 Truck Service Center, located outside of Minneapolis. Pre- mier 94 builds and converts new and used Peterbilts into customs tailored to a fleet's specifications. "We get calls, emails and social media comments almost daily on how sharp our fleet is," says Daniels, who added that the look of Long Haul's equipment attracts a high quality of drivers who live out the company motto: "Running on the power of promises kept." Internal and external rebranding In 2012, during a late summer rebranding effort, the executives at Quest Global in Cartersville, Ga., decided to develop decal packages for the company's trucks and trailers to tie all assets into the company's new look. Appearances Sherwin-Williams follows its own advice when it comes to branding company vehicles. This fleet of trucks carries its "Cover the Earth" logo prominently on each air dam. A NEW GENERATION OF TIRE MANAGEMENT ™ www.mobileawareness.com 866-653-5036 MobileTRAQ is the most innovative TPMS ever to be designed and manufactured in the USA. Complete with a three-year warranty, this system was developed using the latest technology. Find out how MobileTRAQ can help eliminate tire failures and reduce feet maintenance costs. Circle 155 on Reader Action Card

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