January 4, 2024
Our Transformation Continues
Still OpenRoad, but better. After thoughtful consideration, we recognized that our previous name, OpenRoad Transportation, was no longer the most appropriate description of our industry status and global reach. With 20 years of growth and expanded services worldwide, we were ready for a name that reflects our ambitious goals and gets at the heart of our mission – to empower global business through personal and modern logistics services.
We took a deep dive into our entire brand – from colors to logo design to typography. Our fresh look mirrors our commitment to remaining modern, employing cutting-edge tech, and continuous improvement, while still communicating our unchanging values and commitment to excellence.
Our Logo Evolution
Our original logo, a simple black design characteristic of the early 2000s, bore the signature “OpenRoad triangle.” This emblem creatively integrated elements of a road seen in the triangle itself as well as the border surrounding the word “road,” symbolizing our roots and proficiency in truckload transportation. The thin, slanted typeface and understated black palette mirrored the simplicity of our fledgling company during its early years.
Our legacy logo marked the beginning of a new chapter for the company. As the symbol that most of us are familiar with today, the 2014 logo boasted a sharper triangle with a bolder typeface. The updated triangle further clarified the “road” image by creating a line down the middle, nodding to our sole focus on Truckload transportation at the time.
It also introduced our signature “OpenRoad blue” color palette. The particular shade of blue was muted but youthful – a testament to our enthusiasm and ambitious goals. However, paired with the dominating grey tone in our color palette, our logo gave off a neutrality that didn’t describe our brand well.
As our company has grown over the years, we’ve realized our previous logo fell short in accurately describing our global position in the industry, breadth of services, and promising future.
Our new logo includes the key elements that define the OpenRoad image – our triangle, our bold lettering, our signature blue – and takes them to the next level. The simplified shapes speak to our commitment to remaining modern and competitive.
Our refreshed triangle adds layers of versatility, highlighting our completeness as a global logistics provider. It also allows our logo to be intuitive in each of the contexts it will be used in – Truckload, LTL, Intermodal, and Global Forwarding.
We’ve embraced a more vibrant blue color palette which is descriptive of our emerging place in the industry and our bright future as a leading logistics provider. Our new logo communicates our confidence and proficiency with a bold but crisp typeface.
The modernized look not only honors our rich history of service, entrepreneurship, and grit, but it also provides the perfect landscape to display our new name, OpenRoad Global, which will carry us far into the future.
While the substance of the company has remained unchanged, the last 20 years have produced a nearly unrecognizable OpenRoad from the humble company that started in 2004.
As we face a new year, we are prepared to meet the market with renewed energy. Our incredible people, solid infrastructure, and laser focus on driving results for our customers will underpin our ability to take advantage of every opportunity. Our core values of helping others succeed, working with a sense of urgency, and following through on all commitments are the immovable pillars which will carry us forward as we meet the challenges and opportunities that the future will bring.
And most importantly, OpenRoad will continue to evolve in order to meet the needs of our people and customers, in pursuit of our overarching vision: To inspire excellence through our passion for continuous improvement and unwavering care for people.
“Our brand refresh is much more than a facelift. It speaks to the decades of drive, grit, and determination that have led us to our strong position in the industry, and it also signals the exciting and bright future each of our people is working so diligently toward.”
Mark Weisensee, CEO of OpenRoad Global
Since 2004, OpenRoad has been empowering companies to achieve more through innovative supply chain solutions and a relentless commitment to top level service in every area. With a full suite of logistics services and the industry’s most advanced technological tools, we partner with shippers to strengthen their supply chains, enabling them to operate more efficiently, manage their transportation spend, and ultimately serve their customers better.