Potter Logistics unveils new corporate identity

Potter Group Logistics has launched a new corporate identity, which uses the shortened company name of "Potter Logistics", on January 1st 2013. The company has also added a descriptive positioning statement ‘handled with care’.

The refreshed identity will be used in all aspects of business communications for both Potter Logistics and House of James which was acquired by the Group in May 2012. Company signs, uniforms, the website and other marketing materials will feature the visual concept, as will the 20 new trailers and trucks joining the Potter Logistics fleet on 2nd January 2013.

The new look, which was developed in consultation with the Potter family, features a striking wave device signifying the swift and smooth movement of products within the logistics environment. The company’s signature colour, yellow, has been retained in order to maintain a strong link with its heritage.

"This is an important announcement for our company," explains Matthew Lamb, managing director of Potter Logistics. "Potter Logistics is strengthening its position as one of the country’s leading warehouse and distribution providers. The exciting evolution of our corporate identity gives us a new impetus; encapsulating the dynamism of the company and enhancing our brand to raise the Potter Logistics profile."
Pictured: Left to right Stuart Taylor Matthew Lamb Margaret Potter Derrick Potter Jim Thomson Ken Watson