Brand positioning responds to the changing demands of today’s warehouses and capitalizes on the organization’s strengths in research and development and technology integration
The ProMat trade show kicked off with a major development of the Yale brand, with the company announcing a refreshed identity and brand positioning. Introducing Yale Lift Truck Technologies, a new identity that reflects the company’s focus on technology-enabled lift trucks and a customer-centric design philosophy to provide solutions to the labor, safety and productivity challenges in today’s fast-paced warehouse markets.
The updated brand reflects strengths at all levels of the organization, with independent dealers capable of delivering a seamless, responsive customer experience and the factory developing industry-leading lift truck technology solutions. Yale’s focus on research and development and technology integration has a proven track record of bringing technology to market quickly, including commercial implementations of industry-first driver assistance technologies, hundreds of robotic lift trucks and advanced electric options.
The Independent Yale® dealer network plays an important role in enabling the Yale technology experience on the warehouse floor. Dealers are free from the constraints of factory ownership and can instead focus solely on customer success, matching them with a solution tailored to their needs and providing the responsive support needed for real results.
The rebrand also includes an updated logo that reflects technology’s ability to drive the material handling business forward. The logo features the same iconic ‘Yale’ text, but with the addition of a box made of arrows indicating the movement of lift trucks and products in the warehouse, and the brand’s role in advancing the industry and helping it grow. customers.
For more information on Yale lift truck technologies and solutions, visit www.yale.com.
About Yale
Yale Lift Truck Technologies leverages more than a century of material handling experience and substantial investment in innovation to bring the most advanced technology-driven lift truck solutions to the market. The company offers a full range of award-winning lift trucks, including reach trucks, order pickers, tower trucks, pallet jacks and trucks, pallet stackers, tow tractors and counterbalanced forklifts, as well as powerful operator assistance solutions, proven robotics and a wide range of power sources to help customers adapt adapt to today’s demanding supply chain. Yale and its independent dealer network support these solutions with comprehensive after-sales service, parts, financing and training.