Yale Unveils New Brand Identity at ProMat

The ProMat trade show got started with a major development from the Yale brand, with the company announcing an updated identity and brand positioning. Introducing Yale Lift Truck Technologies, a new 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. The Yale focus on research and development and technology integration has an established record of bringing technology to market quickly, including commercial deployments of industry-first operator assistance technologies, hundreds of robotic lift trucks, and advanced electric power 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 are instead empowered to focus solely on customer success, matching them with a solution tailored to their needs and providing the responsive support necessary for real-world results.

The rebranding also includes an updated logo that reflects the capacity of technology to push material handling operations forward. The logo features the same iconic “Yale” text, but with the addition of a box made of arrows that indicates the movement of lift trucks and products in the warehouse, and the brand’s role in advancing the industry and helping customers grow.

For more information, visit https://www.yale.com.