Change of style for Rockwood
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• Contract distribution company Rockwood has officially launched a new corporate identity based on a yellow and black logo which will appear on 200 of its trucks. The revamp is costing over £200,000.
Rockwood, the old Tate and Lyle transport division, was bought by Rockwood Holdings in 1987 and now has a turnover of £200 million.
It bought airfreight carrier Mercury last week and aquired international freight forwarder Walford Meadows in June. Rockwood Holdings chairman Tom Forrest says the company hopes to convert between 70 and 80 of its fleet to the new livery, although customers will still be able to have their own design on Rockwood trucks at a price" The trucks will be painted grey with yellow and white lettering, and a design depicting two relay runners. The backs of the trucks will be yellow for safety reasons.
Rockwood's managing director, Tony Stanton, hopes the design will set its vehicles apart from its competitors: "I'm sure all major distribution companies would prefer to make this kind of impact with their identities," he says. "Until they do, we will be leading the race."
0 Rockwood has launched a specialised distribution service dedicated to small firms which supply one of its biggest customers, retailer Marks and Spencer. Based at a Rugby depot, the service allows the companies to use Rockwood's warehouse space to stockpile their own goods. 0 New Rockwood subsidiary Watford Meadows, which makes regular runs to Europe, has bought 20 new 12-metre trailers from Cooks (Transport Engineers) for £250,000.