Double Coin Imaging Awards

There’s a new name and a bold new look signalling the transformation of one of New Zealand’s largest and longest-established transport and logistics companies. 

That’s the story behind the unmissable blue, white, and orange MOVe Logistics livery that began appearing on NZ highways during the second half of 2021.

MOVe Logistics is a rebrand and consolidation of the company formerly known as TIL (Transport Investments Ltd) Logistics Group – which can trace its family tree back to horse-drawn Taranaki beginnings….with the formation of Hooker Bros Transport in 1869. 

That’s just over 150 years in the transport business and you’ll see the tagline, “Taking care of business since 1869,” on many of the trucks already given the new MOVe livery.

The new branding will not only feature on trucks: It’s going onto uniforms, buildings, forklifts and even the ships that MOVe will bring into a new coastal shipping operation this year. 

In the process, former TIL brands such as TNL Freighting, Hooker Pacific and Pacific Fuel Haul disappear to sit under the new identity. 

“We have taken a company with multiple divisions and consolidated it into two,’’ says Mario Di Leva, MOVe Logistics group sales and marketing manager 

“We’re not a just trucking company anymore. Our focus is all about extracting the value for our customers across our integrated transport and logistics offering.”

In launching MOVe Logistics Group earlier in 2021, chairman Trevor Janes said: “Our customers are increasingly wanting an end-to-end supply chain solution which we can provide with our nationwide network and range of services. 

“It makes sense to bring our brands and businesses together under one banner. This unified approach and a more united brand presence will make it easier for us to be seen and easier for our customers to identify the group as a whole, providing a connected range of transport and logistics solutions.” 

With operations across freight, warehousing and logistics and fuel haulage there are between 400 and 500 trucks to rebrand into the MOVe colours. 

“It will be an ongoing process,” says Di Leva: “We don’t know the exact number. In terms of getting vehicles rebranded, the priority is any new trucks and the more modern units. There will be some older trucks, which are closer to replacement, that won’t receive the new rebranding.” 

Auckland’s Saturday Creative design agency completed the design graphics while Fulton Hogan Signs in Christchurch has co-ordinated the job. 

“We’ve got a very capable MOVe team on the job working alongside Fulton Hogan Signs” says Di Leva. 

“Fulton Hogan Signs are co-ordinating with the various painters and sign shops around the country. They have been doing a fantastic job to ensure the integrity of the rebrand. 

“It’s not only trucks. You’ll see intermodal containers and freight facilities, logistics warehouses rebranded in MOVe colours....and even ships. Our support office in Devon St, New Plymouth has recently been rebranded and looks very impressive.” 

Both the choice of name and the design of the colour scheme are intended to convey a clear message. 

The new name captures the essence of what the company offers, while also building on the heritage of the past to “move ahead.” 

The sloping orange banner reflects the speed and agility of the business, as well as acknowledging the original Hooker and TIL brands.  

“We also see the blue as being the ocean, the orange as the sun or a new dawn and the white is about opportunity,” Di Leva explains. 

There’s even a philosophical hint of green that comes from the use of the lowercase ‘e’ in the company name. 

“That’s all about sustainability and making progress in the fuel efficiency space,” he says. 

“MOVe has already committed to new equipment that will reduce our greenhouse gas emissions. 

“We are signed up for the first two Hyzon fuel cell trucks that will go on the road next year in MOVe colours and we have plans to adopt alternative fuels in our coastal shipping operation.” 

Di Leva says there’s also the opportunity for having some fun with the new name: “Keep an eye out for some of our trucks. We are having a bit of fun by using the word ‘move’ to create some clever slogans and emojis on the rear of our trucks and trailers.”