Swift Supply Announces Launch of New Brand: Strong Roots, New Vision Even Stronger

Submitted: Swift Supply

DAPHNE, AL — Swift Supply is excited to mark a new milestone with a new brand. With this announcement includes a new logo and tagline for Swift Supply.

Branding research determined that evolving its brand identity rather than changing its name was the most effective decision. The reputation built under its previous identity is a strong foundation for the new brand to more appropriately reflect the renewed vision of the company, which includes a refocus on a wider array of services and product categories.

"For more than 150 years, we’ve built a strong reputation as a family-focused business for quality and innovation,” said Ida Ross Hicks, Swift Supply president. "The market research we completed confirmed that evolving our services and progressing our brand was an appropriate strategy for us. While we wanted to stay true to our roots by keeping our family name, we also wanted to introduce our vision to create opportunities for future growth and expansion and a reinvestment in our local communities.”

The new tagline ("build to last”) is part of the organization’s strategy to reinforce its commitment to quality and responsibility to be an active part of building a strong economy for the local communities it serves.

"It’s an exciting era in the life of Swift Supply as it marks a strategic refocus for our future in this industry,” said Hicks. "We are staying true to our foundational values of being a strong, sixth-generation family business with a new brand to position us for greater opportunities.”

Ultimately, the new brand represents an organization that is reinvesting in itself and the community by moving toward the future with a primary goal: build to last.









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