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.
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.