The brand was introduced to employees in late January at a company event. In addition to the new name, a new logo, uniforms, equipment and signage will be rolled out across North America.
"Moving freight is our heritage, what we do best and the key to our future," said Jeff Rogers, president of YRC Freight. "Our new name, logo and branding program publicly demonstrate the unification of a new company and culture that aligns perfectly with our strategy moving forward."
YRC Freight will invest in a new driver uniform program, rebrand road equipment and add new terminal signage. The company will begin the rebranding process immediately and convert equipment as part of regularly scheduled maintenance and refurbishing schedules. The new driver uniforms and building signs will feature bright blue, white and orange colors that will proudly be accompanied by the addition of "Freight" incorporated into the brand name.
The company launched the brand internally at a kick-off meeting with several hundred field and headquarter employees.
YRC Freight plans to emphasize three top priorities in 2012, including improved service, better safety and excellent customer experience.
"In the four months that new leadership has been in place, we have experienced month-over-month increases in our on-time service performance, our customer satisfaction scores, and in our market share position," said Rick Mathews, senior vice president of sales and marketing at YRC Freight. "As shipment counts trend upward for 2012, we will continue to emphasize picking up and delivering shipments on time and delivering them damage-free."