For Schneider, Orange is the New Orange
GREEN BAY, WI — Schneider National Inc.’s new modern logo, which the company unveiled Tuesday, still sports the company’s hallmark orange color.
“[Changing the color] wasn’t even on the radar,” said Schneider National President and CEO Chris Lofgren noted. “We are Schneider and we are the Big Orange. And we couldn’t be more proud.”
“Our logo may be changing,” Lofgren noted, “but the core values and enduring commitment to excellence delivered over our last 78 years remain the same. Customers can continue to count on Schneider’s safe, courteous, hustling associates to deliver superior experiences that will excite them.”
The new logo has a more contemporary design meant to reflect the company’s intermodal, truckload, logistics services and broad geographic coverage.
The previous logo had been around since 1985, when the company had a leading role and expertise in moving over-the-road truckload freight nationwide.
What’s more, the new logo is simply “Schneider” because, Lofgren explained, “to our associates, our customers and the communities we serve, we are, and have long been known as Schneider.”
That being said, the company will not be changing the name of its legal entities.
Transition to the new logo will occur over time, including on the 10,000 trucks and 45,000 trailers and containers rolling down the highway. Implementation will take place as trucks, trailers, containers and other equipment and materials are lifecycled and replaced.