Roadnet Technologies Inc., the Baltimore-based fleet management technology company acquired by private equity firm Thoma Bravo LLC in late 2010, has announced the launch of its new brand platform and corporate identity package to support its overall repositioning strategy. Upon its purchase from UPS (NYSE:UPS) this past December, the firm was immediately renamed from UPS Logistics Technologies. 

The brand platform is centered around Roadnet Technologies new corporate tagline “How to Deliver,” that encapsulates the company’s core strengths and ability to provide customized transportation solutions for companies that depend on its fleets and mobile resources to achieve profitability and accountability on a daily basis. This new repositioning strategy will be systematically introduced to Roadnet Technologies customers, prospects, vendor groups, employees and other company stakeholders through a series of tactics including, email communication, advertising programs, web-based initiatives, social media vehicles and a new micro-website This website includes video messages from CEO Len Kennedy and several other Roadnet employees.

“For nearly 30 years, we have been recognized for our ability to consistently develop products and services that provide tangible benefits for our growing list of customers in an assortment of diverse industries,” explained Len Kennedy, chief executive officer of Roadnet Technologies. “The timing of our acquisition created the ideal opportunity to invest time to repackage and reposition the company so our target audiences can more effectively understand our complete suite of fleet management solutions. Our new tagline “How to Deliver” effectively summarizes our corporate approach and touches every aspect of the company by providing more service and solutions to customers through every department within the organization,” he added.    

The new corporate logo is reminiscent of a complex interstate cloverleaf and was designed to illustrate this as well as the strong institutional infrastructure of Roadnet Technologies. “If you look at our logo it’s simple, yet complex; it represents just what we do here at Roadnet Technologies. We solve very complex transportation problems, in a simple manner,” Len Kennedy stated.