CLDA Corner
LaserShip and OnTrac Unveil New Name and Brand Identity
Completion of the rebranding initiative , including uniting under the name “ OnTrac ,” marks a key milestone in cementing the company ’ s role as a proven alternative to national carriers .
Leading e-commerce parcel carriers LaserShip , Inc . dba OnTrac Final Mile (“ LaserShip ”) and OnTrac Logistics , Inc . (“ OnTrac Logistics ”) recently announced that the companies will be jointly marketed under the name “ OnTrac ” and launched a new brand identity . The companies ’ extensive rebranding initiative , which includes a new name , logo , website , and visual identity , comes as a result of the 2021 transaction that placed LaserShip and OnTrac Logistics under shared ownership to form the first coast-to-coast partner of choice for last-mile e-commerce deliveries . Together , the companies ’ complementary East and West Coast delivery footprints empower retailers to reach consumers in the country ’ s most populated regions with faster , more reliable home delivery at a lower cost .
“ We are thrilled to announce that we have come together as OnTrac and release our new brand identity ,” said Josh Dinneen , Chief Commercial Officer of OnTrac . “ Uniting under a single brand further cements our role as a critical part of the e-commerce infrastructure and proven alternative to other national carriers . Retailers can look to OnTrac as a long-term partner that can help them gain a competitive advantage through faster delivery , lower operational costs , greater flexibility , and a nationwide scale . We are excited for what the future holds for OnTrac , as we continue to focus on providing industry-leading service to our customers .”
The new brand identity is rooted in the company ’ s shared strengths and values . By using the OnTrac name and infusing elements of the LaserShip visual identity , the new branding honors the company ’ s past , while providing a fresh look and feel that represents the future .
Since combining networks , OnTrac has launched a transcontinental delivery service to move packages from coast to coast in as little as 3 days , helping retailers reach 250 million consumers across 31 states and Washington , D . C . In 2023 , OnTrac is pursuing further growth initiatives aimed at supporting its retail customers , including a network expansion to Texas in the urban megaregion of Austin , Dallas-Fort Worth , Houston , and San Antonio to reach an additional 19 million consumers . Once complete , retailers partnering with OnTrac will be able to reach approximately 80 % of the U . S . population . CLDA
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66 customized logistics & delivery Magazine I spring 2023