Evolution not revolution as Gantrail reveals refreshed brand identity

Today sees the launch of a refreshed identity for the Gantrail brand, as this leader in crane rail engineering moves into an exciting new phase of market development and innovation.

First established 55 years ago, Gantry Railing Limited ‘Gantrail’, has grown today to become one of the most recognised and trusted names in crane rail engineering solutions. With a network of partners and strategic operations throughout the world, the Gantrail team, has partnered with leading consultants and contractors to deliver some of the most notable crane rail projects seen today.

From the roof of the world famous Wimbledon tennis stadium to the adjustable crane rail system in Port of Long Beach, the solutions that the teams have designed and delivered really do reinforce the organisations well known strapline which is ‘A world of crane rail expertise’.

So, why now for a refresh of the established brand identity? Managing Director, Peter Bygrave explains.

“Our previous logo was designed in the 90’s and has grown since that time to be instantly recognisable and distinctive in the marketplace. However, we all agreed that it was starting to look a little dated and not really representative of the increasingly sophisticated and technical direction that the business is taking. In addition, our adoption of more and more digital channels and platforms gives us a superb opportunity to really bring the brand element to life in the way we communicate with our customers, and the previous logo was too complex to allow this to happen. The refreshed logo design is definitely more evolution than revolution and this was important as we really value the huge amount of equity and recognition that the old logo had. You will see that we have also retained our strapline, and I believe that the new look marque still very strongly reflects the Gantrail brand”.

The new logo will be rolled out across the operation over the coming months with a target date for full release by end of March 2021. Timing of the logo release also coincides with the internal launch of the latest strategic plan for Gantrail, which sees a new Distributor Channel Strategy and Product Innovation Programme set in motion. Newly appointed Technical Manager, Jordan Hey, will be instrumental in the implementation of this along with colleagues from the Senior Management team. Bygrave continues

“After what has been an immensely challenging year for the industry, we have a clear vision and strategy in place which will see us build on the already strong reputation that Gantrail has. Lessons have been learnt throughout 2020, and from these, a number of new technical , digital and operational efficiencies have resulted, that will be launched shortly. In the meantime, we look forward to the opportunities that 2021 will bring and the role that our new brand identity will play as we continue to move forwards”.

 

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