19.01.2010

The future is orange (and white)

UpRight Powered Access is to drop its blue livery in favour of the orange and white livery from Snorkel in order to mark the adoption of a global product range.

Since acquiring UpRight in 2006 and Snorkel in 2007, the Tanfield Group has operated the two companies as distinct brands. Although the brand names will remain, they are now to have a unified orange and white colour scheme.

Darren Kell, chief executive of Tanfield, said: “We are entering the next phase in our evolution and to mark this change, we will now portray ourselves as a truly global business, with a single corporate identity that is recognised around the world.”

UpRight will start producing machines in the new colours from February 1st and will complete its transformation by the end of April.
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UpRight is going orange and white

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The future is orange and white

Vertikal Comment

Changing a long held corporate colour can be an emotional thing for employees and customers alike - similar to chanign a logo. UpRIght machines have been blue for around 25 years or more - its original machines, the flying carpets of the 1970's, were yellow.

In the USA the company has been selling UpRight units under the Snorkel name for some time and the booms in particular look good in Snorkel's orange and white colours. However in Europe Snorkel has not been a major player for some time, while the UpRight blue has been a major part of the company's image, to the point where Tanfield used the slogan "Big Blue is back" to relaunch under its ownership.

When international rental company Lavendon rebranded its operations in 2000 it adpopted the UpRight blue colour for its worldwide livery - as UpRight was its largest supplier.

The next stage of this globalisation will of course be to adopt a single brand name.... Snorkel or UpRight.... Or is it time for something completely different?