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December 15, 2006

Company Naming: TNT Logistics Becomes CEVA

tnt2ceva.jpgTNT Logistics, the world’s largest “pure play” contract logistics company, has changed its name to CEVA Logistics. The name change and new corporate brand identity signals its rebirth as a stand-alone logistics company.

David Drickhamer is asking readers of his Logistics Today Forum what, exactly, CEVA means. I think it's an interesting question because changing the name of this $4.6 billion company was a big deal:

  • Adopting new signage in 567 facilities in 26 countries on five continents

  • Doing some serious trademark analysis (which nixed one proposed name because of “negative connotations” overseas)

  • Creating a brand name with four letters rather than three (CEVA wants to stand apart from TNT, UPS and DHL)

  • Like its global competitors, the company has also instituted a strong color-based brand identity: the logo developed, and other visual communications, is a deep burgundy that sets it apart from TNT’s orange, FedEx’s purple, DHL's yellow, and UPS’s brown

Ceva is a town in Italy, a famous geometric theorem, a computer company and the name of a veterinary medicine company.

ceva_name.jpgBut CEVA, in this case, is purely a created name. Jeff Hurley, CEO of the company’s North American Business Unit, says "it's a unique brand that stands for passion, innovation and operating excellence.”

I think it can mean just about anything with the right budget.

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Posted by William Lozito at December 15, 2006 11:07 AM
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1 Comment

As you stated in your comments, signage is a big deal. Not only are shapes, sizes and color important, but during this time of change; Branding should really be looked at.

What I mean by branding is gaining opportunities in visibility of your new logo. Obvious places such as printed materials are a given. But now is the time to look at gaining total control of the brand and place it where it is going to be most visible.

Hopefully, I could help you as we have done global projects in the past.

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