Service First Logistics, Auburn Hills, Mich., underwent a comprehensive rebranding effort where it changed its name to SFL Companies.

The rebranding consisted of a reevaluation and revamped approach, along with an advanced technology investment. The new logo represents the company’s growth, innovation and ambition to improve beyond the origins of a freight brokerage firm to a full-service supply chain management firm.

“Our industry has changed immensely since I started SFL. We have to continue to evolve as a corporation if we want to continue to compete for the long haul in this industry. We have developed a service platform that is unmatched. SFL is not just your freight broker any longer. We are creating opportunities for our customers and carriers to be more efficient, drive down internal spend and improve the lives of their own employees. We have created a better way to manage freight, a supply chain and assets,” says Royce Neubauer, founder and CEO.

SFL Companies offers full truckload freight brokerage, LTL refrigerated and dry freight brokerage, technology integration applications, supply chain management analysis, supply chain management cost reduction applications and freight pay, audit and claims management.