Yale unveils new brand identity

Yale (Booths S1212 & S1003) is introducing Yale Lift Truck Technologies, a new brand identity to reflect the company’s focus on technology-enabled lift trucks and customer-driven design philosophy to deliver solutions for 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 empowered to provide a seamless, responsive customer experience and the factory developing industry-leading lift truck technology solutions.

“Warehouses face a tough outlook, with persistent labor challenges threatening productivity and risking safety incidents, but when operations look to suppliers for help, they’re met with complacency and rigid terms based on what’s best for the factory – not the needs of modern warehouses,” said Yale’s president of marketing, strategy and business development David Furman. “We think it’s time warehouse operations rethink what they expect from lift trucks, technology and suppliers.”

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 are instead empowered to focus solely on customer success.

ProMat 2023 was held March 20-23 at Chicago’s McCormick Place. The tradeshow showcases the latest manufacturing, distribution and supply chain solutions in the materials handling and logistics industry. Modern’s complete coverage of the show.