Yale unveils new brand identity at ProMat
20 März 2023 - 3:30PM
The ProMat trade show got started with a major development from the
Yale brand, with the company announcing an updated identity and
brand positioning. Introducing Yale Lift Truck Technologies, a new
identity to reflect the company’s focus on technology-enabled lift
trucks and customer-driven design philosophy to deliver solutions
for the labor, safety and productivity challenges in today’s
fast-paced warehouse markets.
The updated brand reflects strengths at all levels of the
organization, with independent dealers empowered to provide a
seamless, responsive customer experience and the factory developing
industry-leading lift truck technology solutions. The Yale focus on
research and development and technology integration has an
established record of bringing technology to market quickly,
including commercial deployments of industry-first operator
assistance technologies, hundreds of robotic lift trucks, and
advanced electric power options.
“Warehouses face a tough outlook, with persistent labor
challenges threatening productivity and risking safety incidents.
But when operations look to suppliers for help, they’re met with
complacency and rigid terms based on what’s best for the factory –
not the needs of modern warehouses,” says David Furman, President,
Marketing, Strategy and Business Development, Yale. “We think it's
time warehouse operations rethink what they expect from lift
trucks, technology and suppliers. That’s why we’ve invested in a
more creative approach built around the customer, engineering lift
trucks as smart technology foundations and bringing innovations to
market, faster.”
The independent Yale® dealer network plays an important role in
enabling the Yale technology experience on the warehouse floor.
Dealers are free from the constraints of factory ownership and are
instead empowered to focus solely on customer success, matching
them with a solution tailored to their needs and providing the
responsive support necessary for real-world results.
“Just as Yale has extensive experience developing and
integrating lift truck technologies, we have the front-line
experience implementing, supporting and helping customers get the
most out of robotics, telematics, electric power and more,” says
Coit Edison, President, MH Equipment Company and President, Yale
Dealer Council. “We benefit from the OEM focus on developing
advanced, smart lift truck solutions, freeing us to focus on
serving customers with the agility and flexibility today’s
warehouses require.”
The rebranding also includes an updated logo that reflects the
capacity of technology to push material handling operations
forward. The logo features the same iconic “Yale” text, but with
the addition of a box made of arrows that indicates the movement of
lift trucks and products in the warehouse, and the brand’s role in
advancing the industry and helping customers grow.
To learn more about lift truck technologies and solutions from
Yale, visit www.yale.com.
Logos
To access the new brand logo, click here.
About Yale
Yale Lift Truck Technologies leverages over a century of
material handling experience and substantial investment in
innovation to bring the most advanced technology-driven lift truck
solutions to market. The company offers a full line of
award-winning lift trucks, including reach trucks, order pickers,
turret trucks, pallet jacks and trucks, pallet stackers, tow
tractors and counterbalanced forklifts, as well as powerful
operator assist solutions, proven robotics and a wide range of
power sources to help customers adapt to today’s demanding supply
chain. Yale and its independent dealer network support these
solutions with comprehensive after-sales service, parts, financing
and training.
Hyster-Yale Group is a wholly owned subsidiary of Hyster-Yale
Materials Handling, Inc. (NYSE:HY) which is headquartered in
Cleveland, Ohio and operates globally.
© 2023 Hyster-Yale Group, Inc., all rights reserved. YALE is a
trademark of Hyster-Yale Group, Inc.
###
Jennifer Timblin
Yale Lift Truck Technologies
252-412-4322
jennifer.timblin@hyster-yale.com
Dan Gauss
Koroberi
336-409-5391
dan@koroberi.com
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