Lydall Transport - CrossGlobe

The Company
The CrossGlobe Group was founded in 1951 as Lydall Transport, Ltd. and is a comprehensive supplier of distribution and transportation services to producers of specialized products that need expert care and handling, including paper and other forest products, base metals, beverages, and many other products and commodities. CrossGlobe's service offerings include warehousing, truckload hauling, drayage, and customized value-added services in those areas.

The Task
After being acquired by Pine Creek Partners, Lydall Transport, Ltd. engaged Addison Whitney to create a new corporate identity.

The Addison Whitney Solution
Verbal Branding
The verbal branding team at Addison Whitney created the name CrossGlobe to convey a sense of efficiency, while suggestively describing a transporation process with a national footprint. CrossGlobe’s new identity allows for future growth of the company’s service and portfolio around the world. Addison Whitney’s verbal branding team also developed the tagline “Beyond Distribution” to reinforce this notion. 

Visual Branding
The visual team at Addison Whitney created a logo that communicated the strong, established, qualified nature of the company. The word “Globe” was highlighted to emphasize the totality of service offered by the company.

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