New Logo for CR England

CR England is moving full force into the future as they implement changes to the company’s 90-year-old brand and logo. In June of 2010 a company-wide meeting was held to announce the remodeling of the logo. The commonly recognized family crest has evolved into a stronger symbol of the now stronger company. As CR England begins to branch out to the global transportation community changes have been made to portray the exponential growth of the business. Dean England, CEO of CR England, spoke of the logo as “a beautiful symbol that powerfully represents the core of who we are and what we do.” Without departing from the traditional family crest that was used by the founder of over 90 years ago, the new brand is simply an updated version of the old one. Through some research it was found that many people outside of the company view CR England as financially strong but generally only recognize them as a refrigerator carrier. This new brand is just a part of the improvements to change that perception. As CR England evolves onto a global scale it is becoming much more than just a trucking company.

The process of changing a logo is a long and complicated one. It takes careful thought and consideration to make the smooth transition a successful one. There must be a careful examination of business strategy so that an appropriate brand can be selected to accurately represent the company to the public. An evolution as apposed to a revolution is needed when redesigning a brand. Work with what you have and make improvements instead of starting from scratch. CR England did just that as they stuck with their traditional logo but made slight changes to bring it into the 21st century. England is taking great strides to educate those inside and outside of the company on the new changes and are fully committed to the new look of their growing business.