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New Image for Instant-UpRight

UpRight International, the Irish based manufacturer of Alloy Tower Systems has unveiled a new corporate image, including a change in the company name.

The new identity was presented to its world-wide distributors, dealers and customers at its Building Business Together Summit which was held in Dublin on the 14th September.
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Attendees at the Instant Upright distributor summit

The company will now be known as Instant UpRight which brings focus to the Instant brand name whilst retaining the UpRight name which it has held since the company was founded with the invention of the alloy tower by Wally Johnson in 1947.
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The Instant logo will now be the main ingredient of the company’s new image reflecting its leading tower brand. The previous corporate logo, the blue UpRight one adopted in 1990, had become synonymous with the powered access side of the business which was sold to the Tanfield Group in 2006.

The company says that the new identity is a deliberate and planned move away from the blue, in order to bring a separation between the two UpRight companies while directing the focus towards the Aluminium Tower business.

New Brand Identities

New identities and logos have also been created for each of company’s brands including Zip-Up and UpRight branded towers developing a family association that also links to the overall corporate image.
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Branding consultants Source Design also came up with a new strap-line, “Quality & Strength You Can Trust” as a result of the research it carried out.

“The majority of people contacted felt a name change would be a positive initiative and that in terms of the brands, Quality and strength came up in over 70 percent of the conversations” said Barry McLaughlin of Source Design.

John Nevin, Instant UpRight’s managing director said “The new identity is a strategic move to focus the company on its core business which is the
manufacture and global distribution of Access Tower Systems through its valued
dealer network.”

“We are experiencing significant growth for the standard tower
products but see a real opportunity in developing every sector of the company’s
expertise, particularly in the boiler and aviation access markets”.