Omnitracs has unified its specialized business units under a single name, message and creative architecture as part of an overall revamp of the company’s brand identity.

Elements of the new brand platform include a more contemporary redesign of the corporate logo, original tagline, core messaging and design treatments, all of which will rolled out  to Omnitracs products and solutions.

“Over the past few years and through a series of strategic acquisitions, Omnitracs has grown to become a global force in comprehensive fleet management solutions for fleets of all sizes, whether private or for-hire,” said John Graham, Omnitracs CEO. “The new brand platform — from creative to messaging — properly aligns our distinct business units under the power of a single, well-respected brand — Omnitracs.”

The cornerstone of Omnitracs' rebranding is the company’s new logo and tagline. The company describes its logo as a modern symbol that ‘illustrates motion, innovation and convergence.’ The company’s new tagline is ‘innovation driven’ and is meant to reflect the company’s inventive nature and focus on delivering reliable and valuable solutions.

As part of the change, business units which operated independently that include Roadnet, XRS, Sylectus and Analytics, will be fully integrated within Omnitracs range of solutions.

“Omnitracs has long been recognized as the pioneer in fleet management solutions and as a product and technology innovator,” said Jim Gardner, vice president of marketing at Omnitracs. “Our new unified branding reflects the alignment of our business units into a single, end-to-end solution portfolio offering our customers greater insight into their business and higher profits from their fleets.”

Omnitracs will reveal more of its new branding at the American Trucking Associations Management Conference & Exhibition running from Oct. 17-20, 2015, in Philadelphia.